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How Unicef's Toys in Mourning Raised Paraguay's Healthcare Budget

Oniria\TBWA fills Asuncion stores with toys clad in black to honour deceased children

How Unicef's Toys in Mourning Raised Paraguay's Healthcare Budget

In Paraguay, four newborns have died every day from preventable causes over the last 20 years according to the Ministry of Public Health.

To reduce that number, the government needs to invest more in health and education related to newborn deaths.

And so, to call the attention of the media and government officials, Asuncion awoke with toy stores closed for mourning, with windows filled with toys in black, and a message: A baby changes your life, a death also. 

The president was pressured to take immediate steps. An additional 1.5 million dollars was allocated to the health budget to fund pediatricians, gynecologists and new technology, to improve standards of healthcare services all across the country.

Creative Agency

Creative Agency: Oniria\TBWA

Creative Director: Jorge Tercarioli y Arturo Valiente

Art Director: Nathalie Pera, Stella Canillas

Executive Creative Director: Daniel Achával

Chief Creative Officer: Camilo Guanes

Creative: Juanjo Duarte, Sergio Sevega, Matías Read, Milciades Molinas

Account Director: Ana Guanes

Production Company

Producer: Luis Galeano, Martín Crespo, Renovatio

Photographer : Juanjo Villamayor

Producers: Pietro Scapini


Editor: Richard Careaga @ Synchro Image

Category: Corporate and social , Safety

Genre: Experiential , Stunts