The organization invites, with the collaboration of Callao City Lights, that all people who come to this emblematic area of ​​Madrid today and tomorrow (March 25) 'turn off' the giant digital screen sending SMS, which will serve as a donation until 'go to black' completely.

As part of the campaign #cierraUnicefThat the organization has launched the hand of JWT, today, March 24 and until tomorrow, day 25, people who come to Madrid's Plaza del Callao can contribute to cause a small 'blackout' in the area, mainly on digital screens, thanks to the collaboration with Callao City Lights.

Each SMS is sent to the phone number that will appear on the big screen that have Cines Callao in this square, a donation will be made UNICEFWhile this great visual support will fade gradually. The more messages are sent, the sooner you will get the screen to 'go black' completely.

The action will start at 18: 00h, promoted by UNICEF in collaboration with Callao City Lights, #cierraUnicef ​​part of the campaign, devised by J. Walter Thompson, the organization has implemented in order to get away, once and for all with the hardships that millions of children suffer worldwide and achieve their work no longer needed "a dream come true" after more than seventy years of activity.

An action in which Callao City Lights, a company that manages external screens Cines Callao, has agreed to collaborate by providing Unicef ​​its main large screen located in the central square in Madrid.


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By • 24 Mar, 2017
• Section: Cases of study, Events, Dynamic advertising, Bless you

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