Company: LLORENTE Y CUENCA MADRID, SL
Nomination Submitted by: LLORENTE Y CUENCA MADRID, SL ESB82894122
Company Description: We are a global communication, digital marketing and public affairs consultancy firm that helps our clients take proactive strategic decisions, with the necessary creativity, innovation and experience. We contribute to ensuring that our clients achieve their short-term business goals and set out a roadmap to defend their social license to operate and enhance their prestige.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Global Issues
 Nomination Title: VOCES for Inclusion
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Implementation started on August 17, 2022 and lasted until December 15, 2022. We are currently in the process of launching a second edition.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 223 words used.
VOCES is an example of how to channel the social discontent of young people to put it at the service of the changes that society needs, promoting ideas to improve access to education, employment or financial services that are viable, creative and scalable so that they can be heard by those who can make them a reality. VOCES provides them with training so that they have the right tools to develop them; funding; and, most importantly and binding, local and global networking through a local meeting and a scholarship to attend One Young World Summit, and be part of the largest network of social entrepreneurs in the world.
At Credicorp, a leading financial services holding company in Perú, Colombia Bolivia, Chile, and Panama, we are convinced that when young people are empowered, their creativity and strength become the energy needed to create great ideas of high impact that mobilize real change. Therefore, VOCES is an initiative designed to be the platform for identifying and amplifying all those ideas that today become a viable alternative to advance the construction of a more equitable Latin America.
For its first edition in 2022, VOCES became VOCES for inclusion, a space for great young minds to postulate ideas with high potential to generate opportunities for all in areas such as employment, education and financial inclusion through digitization.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 127 words used.
The initiative will have a second edition in 2023, based on the excellent results of the first call, maintaining the same model of call for ideas and selection of the three initiatives with the greatest potential.
Each year, Credicorp will review the priorities of the region to propose approaches aligned with the pressing needs in the approach of the ideas. In addition to inviting young people from the 5 countries to propose solutions, we will continue to call on opinion leaders, private and civil organizations, entrepreneurs, and all actors interested in motivating young people in their communities to raise their voices. For the second edition, we expect to reach 20% more people in the call stage through all the organic and paid channels that we will activate.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 250 words used.
The launch phase of VOCES for Inclusion was promoted through various channels, including social media and subsidiary companies, to generate awareness. A video was released on Credicorp's social channels and the accounts of its top leader, directing viewers to the website for idea submissions. Both organic and paid methods were used to amplify the initiative. The VOCES Evaluation Committee and leaders from Credicorp and its subsidiaries shared content, while a presentation newsletter was sent to relevant stakeholders.
During the sustaining phase, paid content continued on social media and programmatic channels. It highlighted the benefits for the three winners, including training, funding, visibility, and access to the One Young World Summit. Relevant media coverage was achieved through useful content related to innovation, and engagement with universities and youth organizations was encouraged.
To expand the VOCES network, influencers with medium-sized communities were engaged, and registered participants were encouraged to promote the initiative on their social media channels. These efforts aimed to reach more young people within a few weeks.
The results of the campaign were significant, including a regional reach of 28,580,771 people, 92,205 website visitors, and over 1,400 young participants from five countries. A total of 955 ideas were submitted, and partnerships were formed with 50 universities and institutions. The three winning ideas received $15,000 each for project funding and will attend the One Young World Summit 2023.
Currently, the funded ideas are already making a positive impact in their respective countries, contributing to social change.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 127 words used.
The initiative will have a second edition in 2023, based on the excellent results of the first call, maintaining the same model of call for ideas and selection of the three initiatives with the greatest potential. Each year Credicorp will review the priorities of the region to propose approaches aligned with the pressing needs in the approach of the ideas.
In addition to inviting young people from the 5 countries to propose solutions, we will continue to call on opinion leaders, private and civil organizations, entrepreneurs, and all actors interested in motivating young people in their communities to raise their voices. For the second edition, we expect to reach 20% more people in the call stage through all the organic and paid channels that we will activate.
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