Shackleton launches the new Action Against Hunger campaign in partnership with JCDecaux

Dec. 23, 2019

In Spain, few images are as Christmassy as those showing the residents of a Spanish town or village celebrating their luck when one of the biggest prizes in the Christmas lottery “El Gordo” has been won in their town.

Action Against Hunger, in partnership with JCDecaux, and with the help of Shackleton, presents:

"A billboard on The Outskirts"

• A campaign designed for that specific time, place and spirit.
• The first ever media plan to depend on the outcome of the Christmas Lottery.

It invites the residents, the lucky recipients of the lottery’s big prize, to collaborate with Action Against Hunger by contributing a symbolic part of what they have just won to the NGO's projects fighting child malnutrition.

In this first edition, the campaign has been deployed in San Vicente del Rasipeig, in Alicante, where 80 million euros had just been won.

Less than 24 hours after finding out they were the lucky winners, and while they were still recovering from their hangovers after the well-deserved celebrations, the people of San Vicente were surprised to wake up to a congratulation-invitation on Monday morning.

To achieve this, the teams from Action Against Hunger, JCDecaux and Shackleton worked faster than they had ever done before. The rotating drum installed in Madrid's Teatro Real spat out the numbers that favoured the residents of San Vicente del Raspeig at 9:19 am on Sunday 22^nd December. From that moment on, the teams worked against the clock to finalise the ads, print them, transport them and install them at 6 am on Monday morning. Just 21 hours after the win was announced.

The main message was...

"Congratulations to San Vincente del Raspeig for the 80 million you have won this Christmas.

By the way, if you suddenly feel like donating: actionagainsthunger.org or 900 100 822".

... and it reached the residents through various methods: outdoor advertising, local radio, local press, social networks and other media of the organisations involved.

Action Against Hunger’s Carmen Gayo stated:

"We are lucky to live in a country that shows great solidarity. That’s why we loved the idea of highlighting the wish to help others when you have a stroke of luck with the Christmas Lottery."

 

Carlos Barón of JCDecaux stated:

“We are proud to collaborate with this campaign, bringing Action Against Hunger’s message to the people. Through this action, JCDecaux reaffirms the company’s commitment to service.”

 

Shackleton’s Pablo Alzugaray stated: 

"If the difference between being opportune and being opportunistic is just the purpose behind your actions, I can’t bring to mind a more opportune advertising campaign."