75 children in Gipuzkoa need a foster family. The Provincial Council has a phone number people can call to become a foster family. But many never make that first call, because of a prejudice: they believe they won’t fit the foster family stereotype. And since that prejudice keeps them from calling, we decided that maybe we should change the information phone number for one that gives you the answer before you call.
We created the first phone number in history that gives you the information before you call. To solve the problem of people not calling because of prejudice.
In other words: we put together a number to take prejudice apart. A phone number made of real types of foster families.
To do it, we interviewed real foster families and asked them what their family model looked like — how many they were and who they were. And with their answers, we created the phone number. A number that communicates that there are many kinds of family (even without ever ringing). But getting that phone line wasn’t easy. It had to have more than one 5, more than one 4, more than one 3, some 2, some 6, even some 8. And a certain flow, of course.
Where do you even start looking for a number like that? You can buy anything online. We did our research, found a site that sells “gold numbers,” bought it, then negotiated with the Provincial Council’s telecom provider (Euskaltel) to make the transition easy. And 4 weeks later, we had the number.
Then, we turned each family portrait into a digit. Each digit into a keypress. And all of them together into a number that says exactly that: it doesn’t matter if your family is 6, 8 or 5, 4, 3 or 2. What matters is that no child grows up being just 1.
No child should grow up being just one.
Thanks to the communications team of the @gipuzkoa Provincial Council for having the courage to back an innovative campaign and for putting creativity and disruptive storytelling at the service of people and social transformation.
“A smart, sensitive and necessary campaign. I really like it.”
