Elevación launches No Más Cruces en la Frontera.

Elevación, Ltd. announces the launch of a new phase of the award-winning humanitarian campaign “No Más Cruces en la Frontera” (No More Crosses on the Border) in both Mexico and the U.S., with television rolling out at the beginning of April, and radio following two weeks later.

Now in its sixth year, the campaign alerts potential immigrants to the risks and dangers associated with crossing the border without documents and how families and friends can be affected forever by the tragic results of such actions.

The new TV campaign was developed as an innovative series of two-minute long documentaries based on testimonies from actual family members of some of the victims who died or disappeared trying to cross the border into the United States as undocumented immigrants.

The mini documentaries will air on Mexican TV each Friday at 9:00 pm as a series titled “No Más Cruces en la Frontera.” The series features three families from Mexican states with high emigration density, including Zacatecas, Jalisco and Guanajuato.

The first three episodes narrate the 2003 tragic death of 1 of the 19 victims left to die inside a container in an abandoned truck in Victoria, Texas, which became international breaking news at the time.

“Having a series with longer format pieces was not only a creative recommendation but a strategic decision. The death of any person at the border is not the end; but rather it prompts an outpouring of recrimination, regrets and memories from those left behind. We simply couldn’t communicate that complexity in a 30-second spot,” said Pablo Izquierdo, Elevación’s Executive Vice-President.

Other innovative aspects of this year’s campaign are two radio spots, which follow in the genre originated by Elevación known as Migra Corridos, which expand our radio outreach into new musical genres. The songs, or sones, are titled La Bestia (The Beast) and No hay Hombres (There are no Men); and are poised to become top hits, just as the Migra Corridos did.

“This new phase of ‘No Más Cruces en la Frontera’ takes us into uncharted territory in terms of creative development and media planning. And it adds to our agency’s growing list of victories,” said Jim Learned, Elevación’s President and Managing Director. “Not only are we blending techniques by combining documentary film-making with advertising twists, but we are also introducing a ‘watch by appointment’ concept; matching the dynamic of television viewing as if it were a weekly program people regularly tune in to.

In addition to placement on radio and TV, the entire campaign can be viewed and followed on the website www.nomascruces.org, created specifically to house the growing portfolio of materials and stories for this humanitarian effort.

The campaign was researched, developed, created and produced by Elevación, Ltd.