The #thevoicefromtheheart campaign by Shackleton leverages a powerful, emotional narrative to position itself as a bold and socially engaged agency capable of creating meaningful cultural impact through its work. The campaign’s core proposition lies in amplifying authentic voices—specifically those otherwise unheard—thereby demonstrating the agency’s commitment to purposeful storytelling that transcends traditional advertising. By facilitating a unique form of protest where unborn children "speak" through their mothers' heartbeats amplified by megaphones, the campaign underscores the agency’s ability to harness innovative, human-centered approaches to address complex social issues.
Strategically, the campaign taps into a profound cultural and political insight: the intense debate surrounding abortion laws in Chile, and more broadly, the universal value placed on the unborn life. The creative angle transforms a contentious issue into a deeply personal and tangible experience, engaging audiences emotionally rather than intellectually. Targeting pregnant women as conduits for this message, the campaign elevates a silent demographic into active participants, creating a compelling visual and auditory metaphor that conveys life’s inherent value. Furthermore, by initiating the movement in Santiago and enabling its global spread, the campaign exemplifies how localized activism paired with creative media execution can galvanize international attention and social sharing. This approach not only amplifies the campaign’s reach but also solidifies Shackleton’s brand image as an agency capable of blending social consciousness with innovative communication techniques in the media and entertainment space.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
This campaign, #thevoicefromtheheart, leverages a powerful symbolic device—pregnant women using megaphones connected to their unborn children’s heartbeats—to give a literal “voice” to fetuses amid an abortion law debate. Rather than showing the legislative process or explicit debate, it uses this emotionally charged symbol to represent the absence of unborn children's voices in the conversation. The film’s protest action is not a conventional story with a product solution, but a public demonstration where symbolism stands at the creative core, turning heartbeats into speech as an analogy for unheard opinions.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. McCann Santiago – Positioned as a leading full-service agency in Chile, McCann leverages global expertise combined with local cultural insights to deliver emotionally resonant campaigns that drive social impact and brand growth. Their strategic approach focuses on storytelling that connects deeply with audiences across multiple platforms.
2. BBDO Chile – Known for their creativity and strategic innovation, BBDO Chile differentiates themselves by crafting bold, idea-driven work that challenges conventions. They emphasize brand purpose and cultural relevance to create campaigns that spark conversation and foster strong emotional engagement.
3. DDB Chile – DDB Chile positions itself as a powerhouse for culturally impactful advertising, blending data-driven insights with creative excellence. Their work often focuses on social issues and human stories, aiming to influence public opinion while elevating brand authenticity in the Chilean market.
4. Leo Burnett Santiago – Renowned for their human-centered creativity, Leo Burnett Santiago specializes in campaigns that highlight universal emotions and narratives. They capitalize on their heritage of storytelling to build trust and loyalty, making brands feel integral to everyday life and societal conversations.
5. FCB Chile – FCB Chile stands out by integrating innovation with cultural sensitivity, pushing boundaries to craft memorable and socially conscious campaigns. Their strategy hinges on creating meaningful brand experiences that resonate on both rational and emotional levels, ensuring strong consumer connection and advocacy.
Q: What is #thevoicefromtheheart about?
A: #thevoicefromtheheart is a 2017 campaign created by the agency Shackleton in Chile, positioned within the Media / Entertainment market. The campaign centers on a provocative act of protest in which pregnant women used megaphones connected to their unborn children’s heartbeats, symbolically allowing the fetuses to express their desire to be born during a national debate on abortion legislation. This film-based initiative began in Santiago and rapidly expanded worldwide, becoming the most viewed and shared pro-life demonstration in history. The campaign’s single media asset captures a deeply emotive and human message, leveraging creative storytelling to engage audiences on a personal and societal level.
Q: What creative device does #thevoicefromtheheart use?
A: #thevoicefromtheheart employs FORMAT#3 SYMBOLIZE THE PROBLEM, as classified by Clapboard’s 12-format taxonomy. Rather than depicting the abortion debate or legislative process directly, the campaign uses a powerful symbolic device: pregnant women amplifying their unborn children’s heartbeats through megaphones. This transforms the absence of fetal voices in the public discourse into a literal and emotionally charged protest, making the unheard tangible. By turning heartbeats into a metaphor for unheard opinions, the campaign leverages symbolism at its core, creating a striking analogy that resonates deeply with viewers.
Q: What is the campaign proposition for #thevoicefromtheheart?
A: The campaign proposition for #thevoicefromtheheart positions Shackleton as a bold, socially engaged agency capable of driving meaningful cultural impact through innovative storytelling. By amplifying the authentic voices of unborn children—those otherwise unheard—the campaign demonstrates the agency’s commitment to purposeful, human-centered communication. Targeting the emotionally charged context of Chile’s abortion law debate, the campaign transforms a complex social issue into a personal and tangible experience, engaging audiences through empathy rather than argument. This approach underscores Shackleton’s ability to blend social consciousness with creative media execution in the Media / Entertainment sector.
Q: How does #thevoicefromtheheart rank in Clapboard's archive?
A: #thevoicefromtheheart holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in Shackleton's category?
A: In the Media / Entertainment agency landscape, Shackleton competes with several leading players. McCann Santiago leverages global expertise and local cultural insights to deliver emotionally resonant campaigns that drive social impact. BBDO Chile is recognized for strategic innovation and bold, idea-driven work that sparks conversation and emotional engagement. DDB Chile blends data-driven insights with creative excellence to address social issues and influence public opinion. Leo Burnett Santiago specializes in human-centered storytelling that builds brand trust and societal relevance, while FCB Chile integrates innovation with cultural sensitivity to create memorable, socially conscious campaigns that connect with audiences on both rational and emotional levels.
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