When Brazilian advertising agency Monumenta was approached about doing a campaign to raise awareness for the underage victims of sexual abuse, they knew they had to think big. Real big.
They knew that their Campanha Carinho de Verdade, or True
Affection Campaign, needed to be something that could connect society at large
with the thousands of children and teenagers affected by sexual abuse. They
found the perfect expression of this idea in a hug. The project began with
engaging local artists and celebrities to share their hugs, but they wanted to
make an even bigger impact.
So they looked up. Way up. Towering over Rio de Janeiro, the
statue of Christ the Redeemer stands as one of the seven wonders of the modern
world. The agency decided to get the figure to give the world's biggest hug.
For two days, the floodlights that illuminate the monument
were turned down while a complex animation was projected upon it, creating the
illusion that the statue was closing his arms in a loving embrace. It was the
hug felt around the world. And thanks to a campaign that tied the hugs the
statue gave with participation on social media channels and websites, Monumenta
ensured that news of the campaign spread like wildfire.
By the time the campaign ran its course, the agency
succeeded in raising the visibility of this important subject with a huge
audience, making a major impact without spending a ton of money. And it all
began with one really big idea.
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