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Doing Well by Doing Good: Scooping Up Creativity

by Miki Saxon

The ‘me first’ attitude so prevalent today makes everyday living anywhere ever more difficult.

That ‘me first’ is especially obvious when poop isn’t scooped.

“In the worldwide battle to get dog owners to clean up after their pets, enter Brunete, a middle-class suburb of Madrid fed up with dirty parks and sidewalks.”

Brunette’s mayor wanted a more creative solution that didn’t rely on substantial fines, because in tough economic times that fine could be the difference between eating and going hungry.

With the creative help of McCann Erickson, Brunete’s mayor tried a totally new approach to the poop—along the lines of ‘return to sender’.

Instead, this town engaged a small army of volunteers to bag it, box it and send it back to its owners. (…) Delivering 147 boxes of the real stuff seems to have produced a far more lasting effect in this town of about 10,000 residents. The mayor guesses a 70 percent improvement even now, several months after the two-week campaign.

The campaign wasn’t done as a surprise;

At first, Ricardo Rovira, who was part of the design team at the agency, worried that the mayor would not have the courage to go ahead with its direct marketing idea. But he did. McCann also made an amusing public awareness video, produced by Juan José Ocio, largely using actors. It was shown around town before concerts and community meetings.

According to Rovira, the campaign also netted McCann some real clients with serious money to spend.

This has been a fun little doing well by doing good story on a summer Wednesday that, hopefully, will inspire you/your company to DIY.

YouTube credit: McCann Worldgroup Spain

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