SUPERHEROES by Z+ Sao Paulo for Association for Assistance to Handicapped Children (AACD)

SUPERHEROES

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Brazil
Agency Z+ Sao Paulo
Creative Director Leo Macias, Leo Macias E Alan Strozenberg, Zico Farina
Art Director Paulo Pejon
Copywriter Ze Ricardo Novoa
Released October 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: AACD
Product/Service: AACD
Date of First Appearance: Oct 1 2010
Entrant Company: Z+, Sao Paulo, BRAZIL
Creative Director: Alan Strozenberg
Creative Director: Leo Macias
Art Director: Paulo Pejon
Copywriter: Zé Ricardo
RTV: Sandra Freitas
Artbuyer: Alice Iamamura
Graphics Producer: Diogo Piccinino
Graphics Producer: Luis Bosquetti
Client Service: Renata Vieitas
Client Service: Mariana Negrão
Planning Director: Rodrigo Cerveira
Media Director: Rodney Ulrich
Media placement: TV - SBT - October 15
Media placement: News - Carta Capital - October 15
Media placement: Radio - Folha de São Paulo - October 1
Media placement: Theater - www.terra.com.br - October 15
Media placement: Direct Marketing - gifts to donors - October 15

Insights, Strategy & the Idea
AACD is a private, nonprofit organization that for 60 years has been an advocate for people living with disabilities. AACD is positioned as the best choice for treating children and teens, and their subsequent reintegration into society.

With +28 million Brazilians living with disabilities, the majority rely on institutions, like AACD, to help. And AACD depends on partner companies that embrace the cause and work voluntarily.

Since 1998, Teleton has been AACD’s main source of fundraising, broadcasted on Brazil’s second largest TV channel.

Our challenge: mobilize awareness and raise R$20 million (US$11 million) for construction of a new building while maintaining the existing 12.

Insights show citizens trust/value the opinions of NGO’s, celebrities and journalists, and buy products from companies that demonstrate their care for society.

We turned the children of AACD into local celebrities and showed how much AACD cares for their patients to ensure AACD’s presence within the 13th annual Teleton.

Creative Execution
Rather than just talk, we made children stars of their own show to put a face on AACD and its mission, reassuring consumer their investment wouldn’t just go to a company but the children who directly benefit from contributions.

Perseverance and inner strength are qualities that define these children, so we dressed them as superheroes, praising their ability to overcome daily obstacles that seem simple to others: brushing teeth, hair or even walking.

Photographers/producers and media partners volunteered their skills to minimize costs.

Print showed a child with a walker dressed in costume, with cape and boots, raising hands in victory. In a :30 spot, the same “superhero” was depicted as the quintessential Superman. As he walked (with a wheeler) past the booth, he transformed into a superhero. The telephone booth symbolized how patrons donated money, with call-to-action voiceovers.

Placements ran in 40 print, 22 radio, 13 TV, 184 cinemas and 20 OOH.

Results and Effectiveness

Usually, this kind of cause is supported by campaigns that explore the sadness of the situation. But we created a happy/positive action that enhances disabled children, telling consumers how strong they are to tackle their daily difficulties.

Superheroes helped surpass our goal – in fact, we raised a total of R$24 million. To put it in perspective, that’s US$14 million! All of this money will be used to open a 13th AACD center, which will care for several hundred more children.

Viewership of the Teleton on the SBT TV network was 10% higher than the previous year.
Media exposure was valued at $3.5 million dollars and generated 840 spontaneous press articles and 56 notes.