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Chile: 27 Hours of Love

Last Thursday marked the begininning of the biggest charity event in Chile, called Teleton (ES) . Carola (ES) explains a little of its history:

La historia de Teletón comenzó a escribirse en diciembre de 1978, en Chile, cuando el famoso conductor de Televisión Mario Kreutzberger, Don Francisco, asumió un compromiso público con las personas con discapacidad -en especial niños- decidiendo hacer algo en su beneficio. La meta que se había planteado era enorme, unir a un país entero en torno a una sola causa. Los medios de comunicación, los patrocinadores, los benefactores y un excelente elenco artístico participaron en el primer gran evento de América Latina.Por primera vez en nuestro continente se transmitió un programa de 27 horas de emisión continua que no tenía otro objetivo sino brindar ayuda solidaria a estos niños, recaudando recursos económicos para atender y ayudar a niños con discapacidad, fomentando la cultura de la integración y la participación ciudadana” (texto Teleton Mexico)

The history of Teleton began writing itself in December of 1978, when the famous TV conductor Mario Kreutzberger, Don Francisco, took up a public commitment with the disabled people -especially kids – deciding to do something for their benefit. The aim was big: to unite a whole country in one cause. The media, the sponsors, the benefactors, and excellent artistic team participated in the first big event of Latin American. It was the first time a 27 hours show was sent out continually in our continent, with no other goal than to provide solidarity to the children, collecting economic resources to help disabled kids, promoting a culture of integration and civic participation.

Me llamó la atención que cambiaron la estrategia comunicacional, pasaron de la alegría que es la Teletón (27 horas de amor) a una comunicación que va enfocada a la emoción, pero trágicamente.
Los Spots son efectivos pero creo que esa no es la estrategia adecuada para la campaña más importante de Chile.”

It caught my attention that they have changed the communication strategy, passing from the joy that is Teleton (“27 hours of love”) to focus on emotion, but tragically. The spots are effective, but I think this is not the suitable for the most important campaign Chile.

Roberto Arancibia (ES) posts the different slogans that Teleton has had since 1978. He gives us some data:

19 Teletones han pasado desde 1978, en que la meta fue de poco más de 30 millones de pesos, (la equivalencia de la época para un millón de dólares), que finalmente logró juntar algo más de 84 millones. Esta vez, la número 20, la meta es bastante más alta: once mil millones de pesos.

19 Teletons have taken place since 1978, in which the goal was 30 million pesos (equivalent to US one million at that time) , and ultimately collected more than 84 millions pesos. This time, number 20, the goal is higher: eleven thousand million pesos (11,403,914,256).

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