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    Portugal is the 2nd country in EU with a higher incidence of pregnant teenagers. This Campaign wants to communicate in a cool and funny way that … Read More
    Portugal is the 2nd country in EU with a higher incidence of pregnant teenagers. This Campaign wants to communicate in a cool and funny way that the responsibility of having a child is not typical of a teenager. How? Creating the Baby Dictator! Read Less
    Published:
Lisbon AdCannes 2009 Competition - Young Lions* Shortlist

Art Director: Hugo Serôdio
Copywriter: Hugo Veiga
CHALLENGE
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.

Goals
Help reverse the statistics, awareness among young people to the priorities of each age.

How?
Showing in a cool and funny way (not so institucional) that the responsibility of having a child is not typical of a teenager.

MEDIA
Press, Low Budget TV Spot, Internet

CONCEPT

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
PRESS

Headline: "It is too early to lose your freedom.""If you think your parents would obligate you to many things you do not like, imagine being forced to change diapers, give the baby milk bottle, enduring endless hours of screaming for a thousand and pay expenses. Having a child is all that you do not want in adolescence. Protect yourself and still enjoying".
TV

The film is an ongoing plan of a baby, about one year, dressed as a general dictator, speaking on a soapbox. He's still not old enough to speak for what we hear is "Da, da, da," effusive. In legend, we see what he's supposed to say:

1: Acabou-se a mama! Porque mama, agora é para mim. (Stop sucking other...now it's all for me!)

2: Tenho fome, vocês dão o biberão. (I'm hungry, you feed me with the baby milk bottle.)

3: Faço cocó, vocês mudam a fralda. (I poop, you change my diaper.)

4: Choro, vocês dão colo. (I cry, you give me lap.)

5: Mesada? Toda para os meus gastos. (Allowance? It's all for me.)

6: Cinema? Só no DVD. (Cinema? Only on DVD)

7: Saídas à noite? LOL, não me façam rir. (Night Out? LOL, do not make me laugh.)

Packshot:  It is too early to lose your freedom. Protect yourself. Find out more at bebeditador.hi5.com
WEB / DIGITAL CAMPAIGN

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.
Hi5

Who comes to the page Hi5 Baby Dictator is invited to become a friend. Doing so, the user receives a ringtone of the song Baby Dictator (electronic music, the gender of the Crazy Frog, in which a child repeatedly says "I poop, change my diapers, ""I am hungry, feed me, ""I'm upset, give me lap. "

After becoming friends of Baby Dictator, young people will see on their own pages, through the Friends status updates, constant messages that the Baby Dictator wants you to do something. 30 in 30 minutes, the baby makes updates such as:

"I poop, change my diaper. "
"I'm hungry, feed me with the baby milk bottle. "
"I've eaten, make me burp. "
"I'm bored, make stupid faces. "

Viral:
These young teenagers newly added will also be invited to help their friends.
"If your friends have a son now, you'll lose much of their company. Suggests Baby Dictator them as a friend, it helps to avoid that."

Sponsorship
Condom brands will be invited to sponsor the Hi5 page with banners.


SMS


On the page of Hi5, young people are also invited to contact with five friends.
"If your friends have a son now, you'll lose much of his company. Give their contacts and let the Baby Dictator give them some advice. (All your friends can just download free Ring Tone Exclusive Baby Dictator ). "

The friends will receive sms's with messages like:

"Dad, I am hungry, feed me. "
Protect yourself from Baby Dictator. Find out how in www.ajudademae.com

"Dad, i've eaten, make me burp."
Protect yourself from Baby Dictator. Find out how in www.ajudademae.com
MSN

Will bought a database with teenagers msn and our Baby Dictator will send a friend invitation. As usual, teenagers accept all the invitations. Once accepted, the Baby Dictator, always online, will talk with them, annoying all the time:

"I pee, change my diapers. "
"I'm crying, give me lap. "
"It's 2am, come play with me. "

With each message, the teenager has the option to get rid of these messages: "Protect yourself from Baby Dictator. Find out how in www.ajudademae.com.
WEB SITE "Ajuda de Mãe"

In microsite Baby Dictator, present in the main web site "Ajuda de Mãe", in addition to relevant information and advice, young people can create their own version of the movie baby. Write new subtitles and send the results to their friends.

Also the microsite, the teenagers will find some simple, funny games like a real cool version of Packman...but this time beware with the babies dictators.
BANNERS

Banners with amazing promotions and trips to the cinema (fictitious) where the teenagers are invited to click to win the prize. When people move the cursor on the banner, there is the Baby Dictator saying "Na, na, na. Want to party? If you have a child you can not do anything."

These banners will run on hi5 and have link to the main page of "Ajuda de Mãe".

Example:

Year's Festival Cruise on the Tagus! Click and earn automatic invitations.

(photo of the baby) Na, na, na. Want to party? If you have a child you can not do anything.