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TECHO: Pandora Project

TECHO, a volunteer-only organization that builds emergency housing for the poor was losing a lot of young members because they are not too aware of poverty around them. TECHO decided to make this problem visible so they created Pandora. A visual artist with a not-so-sensitive way to fight poverty: hiding it. They used social media to spread Pandoraâs artistic proposal. Everyone criticized her work. TECHO came out and announced it had created this fictitious artist. Negative comments were replaced by positives ones. Media coverage and free press increased, and volunteer call-ins increased.

Advertising Agency: Circus, Lima, Peru
Creative Director: Juan Carlos Gomez de la Torre
Art Director: Ifel Barrenechea
Copywriter: Jorge Puccini
Account Director: Ivana Chavez
Account Manager: Viviana Bedoya
Production Manager: Vanessa Diaz
Directors: Bacha Caravedo, Daniel Higashionna, Alvaro Luque
Digital Project Manager: Hugo Campodónico
Published: November 2012

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5 comments

morse's picture
morse
15972 pencils

Dangerous tactic, but it seems to have payed off.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

kleenex's picture
kleenex
29411 pencils

In the end it worked.

tatamarangon's picture
tatamarangon
142 pencils

bad

KUS's picture
KUS
12 pencils

Inspiring!!

lucyset's picture
lucyset
238 pencils

great campaign, really inspiring

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