Colombia 2020: Building a Country Regionally Driven
2019 Finalist

Colombia 2020: Building a Country Regionally Driven

Comunican/El Espectador

Bogota, Colombia

Category Best Launch of A Brand Or Product To Create an Audience Segment

Overview of this campaign

It is a strategy designed to put information and communication to work as fundamental elements of a peacebuilding pedagogy built from and with the regions, their leaders, authorities and media, and which is based on three results: if) Education, ii) Production of Information, and iii) Dialogue for Social Mobilization, for the purpose of reaching new communities, audiences of the rural and urban society, entrepreneurs, associations, governmental and non-governmental organizations, educators, students, opinion formers and decision makers, who seek information on the Colombian conflict and on the progress of peace agreements, on a national and international level. 

Its specific objectives are:

  • To design, produce and distribute educational material addressed to children and/or youth audiences and to make visible the initiatives to build peace at educational institutions.  New collectible serial product with free distribution with the national circulation of the newspaper.
  • To handle and award the Colombia2020 prize to peacebuilding initiatives of educational institutions and teachers all over the country.
  • To contribute to peacebuilding through a platform of multimedia contents and activities that help to overcome the breach of information among the territories and with the big cities, having an impact on various audiences to reach the largest number of Colombians as possible. (Web site and social media of its own, events and a new permanent section in El Espectador)
  • To be a repository of information to let it be consulted in the future by new generations through the publications in print, the Website, and the social media. 

To generate with this campaign a strategy in order that through different editorial contents, advertisers may obtain an important return on investment, by the activities designed for this project, and thus benefit from the media platform.


Results for this campaign

There has been designed, produced, and distributed with the newspaper, free collectible material for children and young people.  Such material has been used as educational material by teachers and parents. The partners of the project support the circulation of these products to make them more widely available.  Also, donations are made to the National Library for country areas and schools at the national level, to engage new and younger audiences in territories where education materials are not available.

There has been handled and awarded the Colombia2020 prize to peacebuilding initiatives of educational institutions and teachers all over the country, in recognition of best practices applied to peacebuilding in educational institutions at a national level.

This activity is addressed to the educational community and to new audiences with children, youths, teachers and school directors, as an initiative to capture new and younger audiences.

It has directly contributed to close the informative gaps between peripheral and central regions, with up-to-date and accurate information on peacebuilding initiatives and the role of the local actors in such process, through the creation of spaces of dialogue with regional and national events, the creation of a new section in the newspaper, a new independent web site, and digital media specific of the campaign, material such as podcasts and videoclips, making up a 360° platform, in addition it generates synergies with regional and national media, with information of the territories to make the community voices to prevail and to foster the dialogue among different actors as a service to the community.

It is a unique showcase for the community and visibility of the results or achievements obtained by the projects given their reach in terms of readers, followers and scope.


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory