UNICEF Guatemala honored with the prestigious Gold Effie Award for the most effective communication initiative
Guatemala, 11 October 2011 - TE TOCA "It´s your turn" (to put an end to violence, impunity and malnutrition) was honored with the prestigious Gold Effie Award for the most effective communication initiative in the Social Marketing category.
According to the Effie Award Jury: “It´s your turn” is an outstanding initiative that succeeded to increase social awareness on the issue of violence, impunity and chronic malnutrition; it was developed with the participation of multiple, broad and diverse social sectors and successfully promoted participation in social networks”.
“It’s your turn” is a large advocacy and communication initiative in the context of the electoral process (President, Congress Members and Majors) launched in October 2010, as a multimedia initiative with communicational materials for Tv, radio, cinema, billboards and social networks for national and local media. The price awarded is for the achievements attained during the first phase of the campaign developed between October 2010 and June 2011 by Publicentro Lowe & Partners Agency.
Even though violence and hunger are huge national problems which affect children and the new generations, most of the political candidates or parties do not acknowledge them as children’s issues. Opinion polls state that people do not recognise hunger as a national problem (only 0.05%) and the majority perceive violence an adult´s issue.
"It is rewarding to receive this kind of recognition, especially when the impact of advocacy and communication strategies must be measurable", said Ms. Parisa Nabili, Communication Specialist of UNICEF Guatemala. "UNICEF believes in the effectiveness of advocacy to achieve goals for children. This is a fact and this award proves it.", she said.
Adriano González-Regueral, Representative of UNICEF Guatemala, said: "Now, we look forward to the impact of this initiative in the lives of all children in the country during the next governmental term. It will be the new government´s turn to comply with the promises made to the society to put an end to violence, impunity and malnutrition affecting children."