Agency wins two Grand Prix – ‘Campaign of the Year’ and ‘Judges’ Choice’
PHD Costa Rica was recognized at the Festival of Media (FOM) LATAM Awards 2021, receiving four accolades in total, including two Grand Prix, for their phenomenal ‘Spreading the Learning Virus’ campaign for the Ministerio de Educación Publica Costa Rica. The work was named ‘Campaign of the Year’ and singled out for the ‘Judges’ Choice Day 1′ award.
Alongside their two Grand Prix awards, PHD’s groundbreaking campaign also won the ‘Best Campaign Led by Cause’ and the ‘Collaboration Award’ categories.
The 12th annual FOM LATAM Awards celebrate excellence across the media and marketing sector. The awards have developed an excellent reputation throughout the region, providing the opportunity for companies to amplify their work, generate PR, boost internal motivation, win new business and create a competitive edge.
Spreading the Learning Virus – Brief Overview:
When schools closed in March 2020, at least 50% of children risked being left behind as they did not have the technology to stay connected. The Costa Rican government was unable to help as they needed all emergency funds to deal with the crisis.
To ensure children didn’t miss out, PHD created Aprendo en Casa (‘I learn at home’), a free learning initiative on a medium available to all – TV. PHD secured the country’s top TV network to transmit live classes nationwide to all grades, five days a week.
The agency recruited advertisers to fund the initiative, engaged the best teachers, and adapted the educational content to suit the audience. The President unveiled Aprendo en Casa TV at a press conference live on all TV channels, and PHD supported with a multi-media integrated campaign.
Aprendo en Casa TV’s success meant schools could be closed for longer to tackle COVID-19. The initiative reached 97% of Costa Rican homes, was funded 100% by advertisers, and, therefore, delivered at zero cost to the government. The learning virus was a virus everyone was happy to spread!
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For the full list of FOM LATAM winners, click here.