English:
A REGGAETON WITH A LOT TO SAY
SITUATION
· Teen pregnancy indexes are still on the rise.
· It affects all socioeconomic levels.
· The main reason is: young women are being manipulated by their partners, and they make decisions based on fear and insecurity. They agree to have intercourse merely by social pressure.
CHALLENGE
Generate a behaviour change between teens on all socioeconomic levels through a different campaign that's not just a message on traditional print media, empowering young Colombian women.
IDEA
We made a reggaeton song that has a lot to say: instead of convincing them to have sex, it invites them to have it with security and mental and emotional responsibility. The song would be interpreted by Maluma, an icon on this music genre and attractive to the target.
When we promote this song like any other hit, we start having presence in the daily lives of teens with content that they will definitely pay attention to.
A downloadable emojis pack and app to put the campaign's filter to any picture, will be available at the launch.
