Crónica, the city of disadvantage
Fundación Éxito
Issue 55 | August 2020
Agency
Sancho BBDO
Creative Team
Éxito Works Chief Creative Officer: Mario Lagos, Sergio León, Giovanni Martinez, Hugo Corredor Executive Creative Director: Mario Lagos, Diego Almanza Creative Director: Sebastián Cuevas, Jhonny Victoria, Andrés Luque Copy: Julián Ochoa Mario Lagos Art Director: Manuel Bedoya Michael Martinez Andrés Velandia Digital Art Director: Andrés Velandia
Production Team
Editor & Motion Designer: Ricardo Solano Cristian Sanchez Executive Director: Daniel Villa Head of Content: Camilo Fajardo Production Company: Dirty Kitchen
Other Credits
President: Carlos Felipe Arango Account Vice President: Natalia Perez Head of Planning: Juan Camilo Laverde Planner: Estefania López Account Director: Camila Brando
Date
February 2020
Background
Chronic malnutrition is a condition that grows during the first 1000 days of life, altering the physical and cognitive development of children throughout their lives. Unlike acute malnutrition, which you can clearly identify the symptoms by just looking at them, this is a physical invisible problem that goes unnoticed by almost everyone, even though in Colombia more than 500,000 children currently suffer from it and approximately 4 million people have been affected. If they brought together in one place, we’ll be talking about the second most populated city in the country. That’s exactly what they did.
Idea
A virtual city was created with buildings, streets, monuments and demographics based on the effects that chronic malnutrition provokes on humans, to show the magnitude of this public health issue. While visiting the city, people could meet their habitants and the disadvantage in which they lived due to poor diet, lack of breast milk and access to clean water. But most importantly, through donations everyone could stop this city from increasing its population. The journalist with more credibility in the country became their official host and in a web series of five episodes she told Colombians about the existence of Crónica. Celebrities and influential leaders such as Egan Bernal became their city ambassadors to the world’s eyes.
Results
So far, 5,4 million dollars have been donated to end this city. 63.487 children left Crónica. The Colombian government and 116 institutions pledged with them that in 2030 there will be no child left in Crónica, the city of disadvantage.