How Ogilvy Honduras redefined a community of ‘Sky Fishers’
Winning The Drum Awards for Social Purpose Community Engagement Gold is Regal Springs and Ogilvy Honduras with ‘Sky Fishers’. Here is the award-winning case study.
Ogilvy Honduras 'Sky Fishers' / Ogilvy Honduras
A unique opportunity
Imagine a place where fish fall from the sky. In Yoro, Honduras, this isn't a myth, it's the ‘Lluvia de Peces,’ a yearly phenomenon that's as intriguing as it is crucial. While a source of local legend, this event also presented a unique opportunity: to transform this natural bounty into a sustainable livelihood for the community, where most people struggled to earn even $1 per day.
Defining a community
Ad agency Ogilvy Honduras created ‘Sky Fishers,’ a multi-faceted campaign that didn't just sell fish, it redefined a community. We took the magical ‘Rain of Fish’ and turned it into a source of pride, purpose, and prosperity. Locals, once casual collectors of this sky-fallen bounty, were now officially recognized ‘Sky Fishers,’ professional guardians of this natural wonder.
The work didn't just give people jobs, it gave them an identity. Branded gear and tools instilled a sense of professionalism and belonging, uniting the community under the banner of the Sky Fishers. We worked hand-in-hand with the community to implement ethical and sustainable fishing practices, ensuring the Rain of Fish would continue to nourish generations to come. We ditched the corporate jargon and embraced the power of local storytelling. From loudspeaker announcements to take-one flyers in local markets, we met the community where they were.
Collaboration is key
The agency collaborated with local authorities to officially recognize a sky fisher as a legitimate profession, providing legal protection and legitimacy to their work. The team established a robust network of over 500 distribution centers, ensuring every fisher had easy access to sell their catch and share in the prosperity.
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The campaign sparked an economic revolution in Yoro, with sky fishers experiencing a staggering 400% increase in income. Each fisher now earns up to 80% of the revenue from their catch. They have become a symbol of sustainability and community empowerment, capturing the hearts and minds of people around the globe.
The ‘Sky Fishers’ campaign proves that even the most extraordinary events can be harnessed for good. By blending cultural heritage, sustainable practices, and authentic storytelling, we can create tangible change, empower communities, and inspire a more conscious and compassionate world.
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