Voices from the heart, voices for a country.
Lomas Oral School teaches deaf children to hear, and finally, to talk. In Argentina’s tough economic times, depending on donations is risky, and the foundation needed funds to continue.
Ogilvy & Mather Argentina proposed that Las Lomas Oral generate its own.
Argentinean law requires national radio and TV channels to begin daily transmissions at 00:00 hrs with Argentina’s national anthem. Aware of this, O&M had an audacious idea.
The hearing-impaired children of Las Loma Oral, with diligent musical coaching, recorded a radiant version of Argentina’s anthem that was distributed to radio and TV channels countrywide. As famous former performers of the anthem gave their support, the voices of Las Lomas Oral quickly replaced all others.
With numerous broadcast channels playing the new version at the stroke of every midnight, royalties now provide a monthly income for the foundation. An unexpected bonus was the huge press exposure, worth over 6-million Argentine pesos.
Even the Pope heard the music and sent congratulations.