BRIEF DE TRABAJO
FINALISTAS CYBER
YOUNG LIONS 2010
**IMPORTANT: The advertisement should be done in english.
TOPIC: Take care of National Parks. Do not damage our nature.
THE CLIENT:
ASOCIACIÓN COSTARRICENSE DE AGENCIAS DE PUBLICIDAD Y EMPRESAS DE COMUNICACIÓN COMERCIAL (ASCAP): Association that brings together leading companies from different branches of business communication.
The brief:
Costa Rica is third in the world in environmental conservation. The country stands out for protecting forests and its rich marine biodiversity.
Approximately 20% of Costa Rica’s territory is made up of reserves and national parks, including two parks declared “World Heritage” by UNESCO. This means that access to parks and reserves is easy from anywhere in the country, making Costa Rica an ideal destination if you want to be surrounded by nature.
With more than 615 species of wildlife every 10,000 sq.km., is located at the top of the list as the most bio-diverse region in the world.
Protected areas provide shelter for hundreds of species of mammals, reptiles, birds, amphibians, insects, fishes, plants and fungus that are being studied in many institutions worldwide. Some of these species are of great importance, because due to the destruction of its habitat are endangered, like several species of poisonous frogs, jaguars, snakes like the bocaracá or coral, and large birds like macaws and harpy eagle green, so that strict controls are necessary to mantain the number of specimenes remaining.
In an effort to preserve much of the natural beauty and surroundings of Costa Rica, 25% of the country’s land has been set aside and turned into parks and reserves to safeguard the beauty and spectacle of the environment and prevent deforestation and exploitation.
Costa Rica has 27 national parks, 58 wildlife refuges, 32 protected areas, 15 swampy wetland areas, 11 forest reserves and 8 biological reserves, as well as 12 other conservation areas that protect the diverse natural habitats found throughout the country.
Today, more than a quarter of Costa Rica’s land has been demarcated as protected habitats. These national parks, reserves, refuges, sanctuaries and protected areas show the country’s strong commitment to ecological conservation and the leading role at the moment is to maintain the already vulnerable ecosystem of the world.
Communication objective: Strengthen Costarrican´s pride of being one of the countries that are taking care of nature. Therefore, go visit your national parks and always look after them.
Target audience: Young adults in Costa Rica (18 to 35 years old).
Tone of voice: encouraging to enjoy nature, inviting
Mandatory inclusions: ASCAP logo
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