Éxito Foundation →
Lifelong disadvantages
Raise awareness of chronic malnutrition and drive donations to help over 560,000 children affected by it in Colombia.
Cultural Truth: Colombia's political agenda is dominated by issues like corruption, violence, inequality, crime, and drug trafficking. Chronic malnutrition, however, ranks much lower, sitting at 13th in terms of concern.
Insight: People often think chronic malnutrition only affects children in extreme conditions, but it can impact any child lacking proper care. This hidden problem severely impacts long-term memory, learning, and emotional development.
Strategic Push: the long-term effects of chronic malnutrition, puts adults at a lifelong disadvantage.
Idea: Chronic malnutrition has impacted so many Colombians that, if gathered, they could form the country’s second-largest city. "Crónica, the City of Disadvantage." A digital city and experience that reveals the scale of the problem.
Comms Strategy: The campaign kicked off in a movie theater with a short film about the city. A digital series of 8 episodes, showcased stories from the city and received nationwide media coverage, alognside the integrated media plan.