Art Director: Hugo Serôdio
Lisbon Adschool launched a new challenge for Young Lions Competition. This time the Client was "Ajuda de Mãe"(Mother's Help), an Association that helps pregnant women, respect for the life of their unborn baby.
Portugal is the 2nd country in Europe with a higher incidence of pregnant teenagers. This is a problem across the whole society and affects all social classes.
Help reverse the statistics, awareness among young people to the priorities of each age.
Showing in a cool and funny way (not so institucional) that the responsibility of having a child is not typical of a teenager.
Press, Low Budget TV Spot, Internet
The worst thing you can take a teenager's freedom. The birth of a child at that stage comes away with everything, because life starts to focus around the child and is the baby who makes the rules. From one moment to another, the teenager finds herself/himself living a dictatorship of schedules and tasks.
To represent this loss of freedom, we develop a character - Baby Dictator - who, through communication, requires young people to do typical tasks whose father or mother. This implication from Baby Dictator makes young people feel on their skin as it is difficult to create a child, causing them to be more conscious when having sex.
*This campaign was selected to Lisbon AdCannes 2009 shortlist
Communication and Press TV will target to "Ajuda de Mãe" main page and to a page on Hi5 Baby Dictator (social network used in Portugal for our target). When you get there, you find information about the responsibilities of caring a child and advice to avoid an unwanted pregnancy, ways to interact with the Baby Dictator.
In essence, the Baby Dictator will make the teenagers feel in their own skin how inconvenient it is to have a child this age, that is, it will bother to help them.
How to create a viral with an annoying character by nature?
Through actions that exploit two facets that unite the teenagers: friendship and the pleasure they have to joke each other.