CLIENT: Adopta Ahora Inc.

PRODCUT: Promote the adoption of children between the ages of 6 to 17 in Puerto Rico.

INDIVIDUAL TITLE: “Dreams” Campaign

CAMPAIGN TITLE IF APLICABLE: Adopta Ahora Campaign - Dream

April 26, 2023.

OBJECTIVE:

The "Dreams" campaign aims to increase the visibility of hundreds of children and teenagers in Puerto Rico between the ages of 6 to 17 who are in foster homes awaiting adoption. In Puerto Rico, these children's chances of finding a home decrease every year.

DESCRIPTION:

The "Dreams" Campaign's mission aims to educate and raise awareness about the need, importance, and feasibility of adoption in Puerto Rico. The campaign was created and produced as a collaboration between DDB Latina Puerto Rico and the production company Ochurus, along with Luis Téllez, best known for being one of the producers of Guillermo del Toro's Oscar-winning film, "Pinocchio".

"Dreams" tells the story of Jorge, the Firefly, an 11-year-old boy who says goodbye to his temporary home as his new family comes to get him. As he bids farewell to his caregivers and foster friends and what had been his home until then, we can glimpse the excitement and joy of the child as he begins a new stage in life and joins his new adopted family of foxes. However, the story takes a turn, ultimately revealing that it was all a dream, alluding to what every child or young adult in the foster care system longs for, adoption.

IMPLEMENTATION (WHAT, HOW, WHERE IT AIRED):

By creating "Dreams," we dramatize the urgent need for our children to be adopted, and through Jorge's story, we manage to capture the attention of the country's major media, government, and the public. In addition to raising awareness on the issue, we also called for donations to support the ongoing work of Adopta Ahora Inc.

This multimedia campaign includes a 70-second stop-motion animation directed by Luis Téllez, one of the creators of the award-winning "Pinocchio" by Guillermo del Toro. The project involved creating dozens of characters, two months of production, and over 1440 hours of work to produce all models.

RESULTS:

As a result of the press conference, we obtained free news coverage (earned media) worth $100,200 with a reach of 3 million during the campaign launch. Thanks to the support and sponsorship of the media, we secured $800,000 in free advertising, with a combined media reach impacting 95% of the 25+ population.

The advertising campaign started on April 26, 2023, with TV commercials airing on the country's major TV channels and in print, social media, and digital billboards. The main media outlets used included Telemundo Puerto Rico, Punto 2, NBC Puerto Rico, Tele Once, Liberty, ABC Puerto Rico, Fox Puerto Rico, El Nuevo Día, Primera Hora, El Vocero, Metro, Yes Media, Planet Media, Hello Media, and Bmedia.

Adopta Ahora Inc. raised $25,000 in donations from local companies in just two weeks and received nearly 200 calls from people interested in the issue.