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In Ecuador, over one million emergency calls to 911 went unanswered in time over the past year, with an average emergency response time of 12 minutes, double the time recommended by … read morethe WHO. The campaign "9-12'" exposed this issue through a powerful combination of media.
Using real audio from calls that were not answered in time and images to represent the victims, accompanied by messages about the lethal response times of 911, the campaign captured the public's attention. These messages were broadcast both on the radio and in public spaces, creating a protest that could not be ignored.
The results were impressive: a 230% increase in web visitors, 87,000 exhibition visitors in one week, 49,800 leads obtained, 3.3 million social media impressions, and 120,000 press mentions.
"9-12'" demonstrated the power of advertising to address critical social issues, humanizing statistics and mobilizing society to demand improvements. This campaign is a clear example of how advertising can drive real and urgent change in society.
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