Colombia is in the middle of an uneasy process of creating peace following a peace deal with the country’s rebel paramilitary group, FARC, in November 2016 that ended decades of war, killed 200,000 people and displaced 7 million. Resurgences of violence had become real threats to the process by the end of 2019. Now, like the rest of the world, it is fighting a new aggressor.
The means to manage coronavirus are simpler than managing peace, but not easier to implement. For this reason, McCann Worldgroup Colombia has launched a message hand in hand with its clients and its brands, warning Colombians of the importance of staying at home to protect themselves and others and be able to resume normal life without loss eventually.
The campaign is supported by more than twenty-five companies and institutions from all sectors and was launched through different platforms. It aims to generate a greater sense of responsibility in Colombians and highlight the important role of each person in the health of the community, valuing and protecting everything that is important.
“We believe that, as communicators and as advertisers, it is our duty to take advantage of the platforms and the reach that we have to unite voices in a message of collective conscience and responsibility that we hope will contribute, modifying behaviours, to make this difficult moment more manageable for all and reduce its impact,” stated Álvaro Fuentes, chief executive officer of McCann Worldgroup Colombia.
As well as sending its own message to society, the campaign invites people to share it on their social networks, mentioning or tagging the people or things that make them stay home:
#MeQuedoEnCasaPor Ti (#IStayHomeFor you)
#MeQuedoEnCasaPor Mi Familia (#IStayHomeFor my family)
#MeQuedoEnCasaPor Mi País (#IStayHomeFor my country)
The companies and institutions that support the McCann Worldgroup initiative are: Tiendas Ara, Astra Zeneca, Banco AV Villas, Banco de Bogotá, Banco de Occidente, Banco Popular, Pollos Bucanero, Chevrolet, Constructor, Constructora Bolívar, Centro Comercial Fontanar, Grupo Aval, Grupo Reditos, Heel, Home Burger, Homecenter, JGB, MasterCard, Nestlé, Novartis, Policía Nacional, Sika, Spring, Sura and Terpel.
The campaign’s production was supported by Macarena production house, and the participation of the McCann team, who dedicated their free time to produce the message for Colombians.