MY FIRST DONATION COLLECTION [video] by DM9Sul Porto Allegre for O Pao dos Pobres Foundation

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MY FIRST DONATION COLLECTION [video]

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Industry Public awareness
Media Case study
Market Brazil
Agency DM9Sul Porto Allegre
Creative Director Rafael Bohrer
Art Director Gabriel Gama
Copywriter Guilherme Grossi
Production DDB Sao Paulo
Art Director Fabricio Pretto
Illustrator Mariana Valente
Released May 2013

Credits & Description

Advertiser: FUNDACAO PAO DOS POBRES
Agency: DDB BRASIL
Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertising campaign: MY FIRST DONATION COLLECTION
Account Executive: Anne Adbon (DDB Brasil)
Production: Anna Martha Silveira (DDB Brasil)
Digital Production: David Souza (DDB Brasil)
Art Director: Fabricio Pretto (DDB Brasil)
Art Director: Gabriel Gama (DDB Brasil)
Copywriter: Guilherme Grossi (DDB Brasil)
Client: Joao Rocha (Fundacao Pao Dos Pobres)
Video Editing: Marcelo Stifeman (DDB Brasil)
Illustrator: Mariana Valente (A Ilustradeira)
Media Executive: Luciano Mallmnn (DDB Brasil)
Chief Creative Officer: Marco Bezerra (DDB Brasil)
Planner: Maria Paula Alonso (DDB Brasil)
Art Buyer: Mariene Braga (DDB Brasil)
Creative Director: Rafael Bohrer (DDB Brasil)
Rtvc: Thiago Vanigli (DDB Brasil)
Film Production: Zeppelin Filmes (Zeppelin Filmes)
Production: Elisa Celia (DDB Brasil)
Audio Production: Loop Reclame (Loop Reclame)
CEO: Marcio Callage (DDB Brasil)
Media Director: Silvio Calissi (DDB Brasil)
Outcome
The My First Donation collection became a product. The RBS Corporation invested in printing an edition to sell to customers and distribute to book stores, with part of the revenue going to the institution. The Secretary of Education of the State Government adopted the books as teaching material at public and private schools. Celebrities and opinion makers embraced the cause and promoted them on social networks. There was over 800,000 dollars in free media coverage.And a 480% increase in donations via the Pao dos Pobres website. An increase that had never been seen before in the institution's history.
Relevancy
Some people in our society refuse to donate because of barriers they create themselves. They say they don’t have time, that there’s too much bureaucracy and many other justifications. Our new strategy to break down these walls was to show that even our kids, who have so little, almost nothing, can donate.Since our goal was to speak to kids, we decided to launch illustrated children's books with easy to understand texts. And books have an incredible power of dissemination: they can be sold in book stores, become gifts and especially, turned into teaching material, spreading the message even faster.
Implementation
We decided to start a discussion with the kids, our future donors. We launched a collection of educational books that teach the importance of showing solidarity.The main detail being that all the stories are true, based on kids at Pao dos Pobres. In a social experiment, we invited them to donate their favorite toy to another charity institution. And they donated without thinking twice.Each book tells the story of a donated toy, making the kid who donated and the kid who received into the main characters.
Client Brief Or Objective
Pao dos Pobres is an institution located in the city of Porto Alegre, Brazil that provides shelter and education for thousands of at-risk children in extreme poverty. It is operating today thanks to donations. And that can be a problem. Getting people to stop what they’re doing and help others is becoming increasingly difficult. Since talking with the adults was difficult, we decided to bet on the future. We launched a project that speaks directly with children.