Revolutionizing Firefighter Support: The "Tu Tranquilo" Social Campaign

Marco Vinicio Garrido Felix's Innovative Approach to Empower Firefighters

Firefighters in Nuevo Leon, Mexico, unlike their counterparts in other parts of the country, operate as an independent organization, receiving minimal funding from the government. This has led them to resort to self-financing methods such as donations and raffles. Recognizing this challenge, Marco Vinicio Garrido Felix and his team embarked on an inspiring journey to create a project that would address the needs of these brave individuals.

The "Tu Tranquilo" campaign was born out of this inspiration. The strategy's objective is to transmit the importance of firefighters to society by generating consciousness and everyday presence, and to stimulate empathy within the Nuevo Leon community. The project aims to cultivate tranquility within citizens by letting them know that their firefighters are always present in their lives.

To diffuse the "Tu Tranquilo" campaign, a two-pronged media strategy was created. The first premise focuses on public spaces, where fire hazard equipment serves as a reminder of firefighters and creates a direct line of communication with the user. This reminder is reinforced with a clear and concise message that remains in people’s minds. Additionally, an Activation Kit was developed, which can be acquired by companies and businesses. These companies benefit by receiving a tax-deductible invoice with their purchase, thus raising funds for the firefighters.

The second premise of the strategy is digital. The website tutranquilo.mx is presented to the user via the fire hazard equipment and social networks. The website reinforces direct communication between the citizen and the firefighter by allowing the citizen to download the emergency number as a phone contact and by offering free calls online. It also includes a platform containing a series of interactive videos. After completion, the website invites the user to personally request their acquaintances to join the campaign.

Despite the low budget and the aggressive and fatalist tone of voice common in local and national campaigns, the team decided to develop a kind and warm message for the project. They used illustration and animation to make a major impact on social networks, rather than the conventional video and photography campaigns. The project started in August 2014 and was completed in November 2014 in Monterrey, Nuevo Leon, Mexico.

The "Tu Tranquilo" campaign was awarded the Golden A' Social Design Award in 2015, a testament to the innovative and impactful nature of the project. The award recognizes marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom. The "Tu Tranquilo" campaign is indeed a venerated product and bright idea that advances art, science, design, and technology, embodying extraordinary excellence and significantly impacting the world with its desirable characteristics.