The NEW CategoryEntrant:
Fundación Telefónica "Kid Rescue"
Credits Media Type: Mobile Corporate Name of Client: Telefónica Agency: Y&R Colombia, Bogotá Chief Creative Officer: Mauricio Rocha Executive Creative Directors: Tito Chamorro/Victor Osorio/ Julian Jaramillo Creative Directors: Jorge Millan/Diego Suarez Copywriter: Sebastian Sanchez Art Directors: Alejandro Narvaez/Fabian Marrugo Designer: Leonardo Carrasco Programmers: Camilo Paez/Sergio Gaitan Motion Graphics: David López App Development: Fonkie Monkie
Basic description of the project: Colombia has 1.6 million uneducated children, half of which work on the streets. Our challenge is to reduce child labor in Colombia, but we face a huge tactical problem—identifying and geo-locating these children.
We developed a smart phone application that empowers everyone to denounce child labor by creating a real-time data system exclusively accessible to social workers of Fundación Telefónica—enabling them to evaluate each case before taking action.
Using two existing platforms (mobile tagging and a Google maps mash-up) we were able to minimizing cost for our client and create an immediate solution to a real problem.