This was an important project for La Incre bacause it was an opportunity to continue the efforts made by Habla Serio. It also gave us the chance to get involved in a powerful project since its begining.
Background
The efforts made by ENIPLA and its program Habla Serio, sexualidad sin misterios recognized the importance of sexual education for teenagers.
Habla serio was a state initiative and thus, the access to its platforms was restricted. In addition to that, ENIPLA was cancelled to give way to the disastrous Plan Familia, which centered sexual education in abstention.
With this, the need for a platform that wasn’t tied to any government arose. So, with Planned Parenthood Global and Fundación CEMOPLAF’s support we began building a new project, one that followed ENIPLA’s guide to give timely, accurate and scientific information about sexuality avoiding taboos and miths.
The process
Creating a new brand requires creativity but also an approach with several looks that respond to different needs. That’s why we worked with a group of profesionals from different areas (teaching, anthropology, communication and advertising) from the start. We were also able to work with CEMOPLAF Adolescente (a program for teen leadership) which gave us direct feedback from our target group.
Our first challenge was to create a name that was attractive without being too corporate. After some trial and error we chose “Mucha Nota”, which is a very popular and unique frase in Ecuador. “Mucha nota” means too much problem or too much complication. This, next to the slogan “tu cuerpo sin tabúes” (your body without taboos) leaves no space for confusion in Mucha Nota’s objective.
For the logo, our second challenge, we designed 3 options with different concepts behind each one. We tested them in different focus groups and the result was always the same: the one that appeared to be a mouth, opened like shouting “Mucha Nota”!
Implementación
Aparte del branding, también fuimos responsables de crear el diseño del sitio web y de revisar su contenido. Además, contamos con el apoyo de grupos focales que realizaron pruebas en vivo, brindándonos información y retroalimentación importante. Así fue como creamos un producto útil y atractivo para nuestra audiencia.
También desarrollamos la estrategia de comunicación digital del proyecto y estuvimos a cargo de sus activos digitales. Diseñamos una campaña de lanzamiento que buscaba conseguir la mayor cantidad de seguidores posible, utilizando contenido impactante que nos diferenciara de otros programas. Asimismo, planificamos otras campañas para impulsar la interacción y mantener activa a la comunidad.
Una de estas campañas incluyó dos comerciales de televisión con un tono rebelde y una producción de alto nivel. Ambos comerciales eran divertidos y sencillos, y se transmitieron en dos de las cadenas más grandes de Ecuador.
Finalmente, creamos El vlog de Susi, un videoblog en el que Susi, un personaje divertido y extrovertido, respondía las preguntas que recibíamos a través de redes sociales. Este vlog fue un gran éxito, logrando muchas visualizaciones y una enorme interacción en cada episodio.
Results
Mucha Nota has had great reception since its beginning, proving that this program is important from a public health point of view. It also proved that teenagers are eager to get information and that they need a reputable source for it.