DONATE WORDS by Rc Comunicacao for Mario Penna Cancer Foundation

DONATE WORDS

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Industry Charities, Foundations, Volunteers, Against Cancer
Media Print, Magazine & Newspaper
Market Brazil
Agency Rc Comunicacao
Art Director Eduardo Araujo, Rafael Gil
Copywriter Matheus Martins, Gustavo Miranda Costa Azevedo
Released April 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: MARIO PENNA ONCOLOGY INSTITUTE
Product/Service: HOPE FOR CANCER PATIENTS
Agency: RC COMUNICAÇÃO
Date of First Appearance: Apr 8 2010 12:00AM
Entrant Company: RC COMUNICAÇÃO, Belo Horizonte, BRAZIL
Entry URL: http://www.doepalavras.com.br/case/
Creative Director / Copywriter: Guilherme Araújo
Copywriter / Project Coordinator: Tiago Pereira
Art Director: Eduardo Araújo
Account Manager: Denise Panisset
Copywriter: Gustavo Costa
Art Director: Rafael Gil
Copywriter: Matheus Martins
Planner: Raquel Ratton
Planner: Pedro Souza
Media Manager: Daniella Araújo
Interface Designer: Herbert Rafael (3bits)
Technology Coordination: Ricardo Farias (3bits)

English Synopsis
Challenge: Motivate patients at Mário Penna Institute to fight cancer with more positivity and willpower - healing of oncology patients is directly connected to their emotional state. Idea: Call people up to donate something that money can’t buy. We created a platform in which any person in the world can send a message of willpower to patients at Mário Penna, by the site of doepalavras.com.br or Twitter with the hashtag #doepalavras. Messages are shown on TVs at the hospital. Result: More than 10,000 messages in the first week. 50 thousand visits to the site in 5 days. Exhibition on the greatest Brazilian TV broadcasts and adhesion of thousands of people in Brazil and worldwide, including celebrities and the vice president of Brazil.