Tu tranquilo Social campaign by Marco Vinicio Garrido Felix

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DESIGN DETAILS
DESIGN NAME:
Tu tranquilo

PRIMARY FUNCTION:
Social campaign

INSPIRATION:
The work of firefighters is undervalued in our city. As citizens we have seen how the firefighters have to get their own budget by doing raffles, etc. By visiting and meeting the firefighters' instalations we get very inspired for creating a project that fulfill the requirements and needs of firefighters. As designers, in addition to identity projects which is the most common type of projects we do, we can make positive changes in our environment by creating strategies and as citizens it's a must.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Across Mexico’s country, the firefigthers of Nuevo Leon state are the only independent organ out of three levels of government. Due to the fact that they are not an extension of the law, their organization only receives minor funding, which leaves them no option but to finance themselves through donations and raffles. Although their service is essential, Nuevo Leon firefighters are forced to sell raffle tickets out in the streets, creating a false perspective of their profession among citizens. To turn this situation around, we must act promptly by building a direct connection between firefighters and citizens, which will open up a medium of communication and trust for the first time. In order to support this bond, we created Tú Tranquilo, a strategy whose objective is to transmit the importance of firefighters to society by generating conscience and everyday presence, and to stimulate empathy with the Nuevo Leon community. The base of this project arises to cultivate tranquility within citizens by letting them know that their firefighters are always present in their lives. In order to diffuse Tú Tranquilo we created a media strategy with two premises: The first premise focuses on public spaces, where fire hazard equipment conveys a reminder of firefighters and creates a direct line of communication with the user. This reminder is to be reinforced with a clear and concise message that will remain in people’s minds. Likewise, we create an Activation Kit, acquired by companies and businesses that will benefit by receiving a tax-deductible invoice together with their purchase, thus raising funds for firefighters. Additionally, we create motivation for other businesses to join by classifying them as Socially Responsible. The former premise comes together with the digital strategy, which helps boost the campaign to gain a larger audience. To do so, the website tutranquilo.mx is presented to the user via the fire hazard equipment as well as social networks. The website reinforces direct communication between the citizen and the fireman by allowing the citizen to download the emergency number as a phone contact and by offering free calls online. Also included is a platform containing a series of videos with which the user may interact using their keyboard. After completion, the website invites the user to personally request their acquaintances to join the campaign. Using these two premises, the cycle of the campaign repeats itself, integrating more and more people and promoting participation: donating… acknowledging… and diffusing. As it progressively expands, Tú Tranquilo will accomplish its objective by generating a direct line of communication between firefighters and citizens, creating conscience and everyday presence, emphasising the emergency number and opening an inclusive platform through social networks. As a result, firefighters will gain a voice among Nuevo Leon society.

OPERATION / FLOW / INTERACTION:
In order to diffuse Tú Tranquilo we created a media strategy with two premises: The first premise focuses on public spaces, where fire hazard equipment conveys a reminder of firefighters and creates a direct line of communication with the user. This reminder is to be reinforced with a clear and concise message that will remain in people’s minds. Likewise, we create an Activation Kit, acquired by companies and businesses that will benefit by receiving a tax-deductible invoice together with their purchase, thus raising funds for firefighters. Additionally, we create motivation for other businesses to join by classifying them as Socially Responsible. The former premise comes together with the digital strategy, which helps boost the campaign to gain a larger audience. To do so, the website tutranquilo.mx is presented to the user via the fire hazard equipment as well as social networks. The website reinforces direct communication between the citizen and the fireman by allowing the citizen to download the emergency number as a phone contact and by offering free calls online. Also included is a platform containing a series of videos with which the user may interact using their keyboard. After completion, the website invites the user to personally request their acquaintances to join the campaign. Using these two premises, the cycle of the campaign repeats itself, integrating more and more people and promoting participation: donating… acknowledging… and diffusing.

PROJECT DURATION AND LOCATION:
The project started in August 2014 and finished in November 2014 in Monterrey, Nuevo Leon, Mexico.

FITS BEST INTO CATEGORY:
Social Design

PRODUCTION / REALIZATION TECHNOLOGY:
For the campaign to be unconventional and being in current with the global tendencies, different kind of work methods were used, such as analogies and playing with words helped to explore different paths to follow and create the main concept. In the investigation, the local and national campaigns followed an aggressive and fatalist tone of voice; so in order to be different and make an impact in people, we decided to develop a most kind and warm message for the project. As the budget was a low-income, we created a digital campaign and use illustration and animation to get a major impact in the social networks rather than the conventional video and photography campaigns that has less empathy with the users.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Boxes: Double-Lined Corrugated Kraft; Size: 13” x 10” x 2”; 2” red and white Vynil tape; Serigraph print. Envelope: 9-1/2” x 12-3/4” metallic Self Adhesive Closed; Serigraph print. Brochure: 6 19/64” x 8-1/2”; Digital print. Money box: 4-3/4” x 2”; Print injected. Trimmed vinyl for fire hazard equipment.

TAGS:
firefigthers, social, campaign, ambient, digital

RESEARCH ABSTRACT:
We divided the project in three phases, A. Research, B. Creativity, C. Execution. We use a working method called word association that allows you to get away from the subject to generate fresh new ideas.

CHALLENGE:
Fullfill all needs.

ADDED DATE:
2015-03-04 21:36:22

TEAM MEMBERS (4) :
Jazmin Juarez, Marcela Garza Garza, Miguel de la Garza and Alejandro Torres

IMAGE CREDITS:
Image # 2: Photographer Marcela Garza Garza, Fire hazard equipment, 2014.
Image # 3: Photographer Miguel de la Garza, Fire hazard equipment, 2014.
Video Credits: Illustrator Jazmin Juarez, Animator Alejandro Torres, Pitch, 2014.

Visit the following page to learn more: https://www.behance.net/gallery/21679583/Tu-t ranquilo
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CLIENT/STUDIO/BRAND DETAILS
NAME:
Firefighters of Nuevo Leon

PROFILE:
Firefighters of Nuevo Leon is an independent organ out of three levels of government with 91 years of serving the community.

NOMINATION DETAILS

Tu Tranquilo Social Campaign by Marco Vinicio Garrido Felix is a Nominee in Social Design Category.

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AWARD DETAILS

Tu Tranquilo Social Campaign by Marco Vinicio Garrido Felix is Winner in Social Design Category, 2014 - 2015.



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