BRIEF DE TRABAJO
FINALISTAS PRINT
YOUNG LIONS COSTA RICA 2010
**IMPORTANT: The advertisement should be done in english.
TOPIC: Help Haiti
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:
On January 12, 2010, Haiti suffered an earthquake of great intensity that was 7 points on Richter scale.
This earthquake caused people ́s shock because left massive destruction and widespread uncertainty.
The effects caused on this country, the poorest of America, have been devastating. It is considered one of the most serious natural disasters in history.
Soon it will be four months since the earthquake that devastated southern Haiti and left 1,3 million homeless. According to estimates, humanitarian agencies have distributed building materials to more than 650,000 people: the midpoint.
In terms of food, until now the WFP (World Food Programme) has served millions of meals to victims of the Haiti earthquake, thanks in large part to the generosity of many individuals from around the world.
Also Haití needs to repair roads, improve irrigation systems, build storehouses and safeguard against soil erosion.
But there is still much to do. Some families have lost loved ones, others their homes, many their livelihoods.
Any help today will make a huge difference.
Communication objective: Remind costa Rica that Haití still needs support. Help in any way you can to rebuild Haiti and give them a better tomorrow.
Target audience: Adults in Costa Rica (25 to 50 years old), middle – high class.
Tone of voice: appealing to the sense of solidarity, provoke empathy
Mandatory inclusions: ASCAP logo
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