Lessons of Shame

Creative idea

The creative idea turned Costa Rica’s Legislative Assembly into a classroom—symbolizing what thousands of children lack. In a country where education represents peace and identity, this powerful role reversal was deeply emotional. Children gave lessons to lawmakers from the public gallery, forcing them to face the consequences of political inaction. The concept broke physical and symbolic barriers, transforming an abstract issue into a vivid experience. With no paid media, it sparked national debate, dominated news cycles, and ignited public pressure. Simple, bold, and rooted in Costa Rican values, the action moved hearts—and ultimately moved policy.

Brand name: World Vision
Advertiser / client: World Vision
Product / service: Institutional
Campaign name: Lessons of Shame
Agency network: HAVAS
Agency: Havas Costa Rica
Production company: Fulfierros
Agency chief executive officer: Diego García
Chief creative officer: Josafat Padilla
Executive creative director: Nelson Moya
Creative director: Sebastian Quirós
Art director: Yeudy Guido, Roberto Morales
Copywriter: Jose Medina, Jose Murillo
Designer: Jose Campos, Carolina Rojas
Media director: Gabriela Navas
Pr director: Aixa Saborío
Photographer: Alejandro Rojas
Director: Gustavo Loría
Additional company: Regional Executive Creative Director: Marcelo Bruzzesi Creative Director: Juliano Almeida Art Director: Matheus Matsumoto