THE HANGER by Fischer+Fala! for CAMPANHA DO AGASALHO

THE HANGER

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Brazil
Agency Fischer+Fala!
Creative Director Rafael Merel, Pedro Cappeletti, Marcelo Fedrizzi, Flávio Casarotti
Art Director Rubens Kato Tatibana
Copywriter Evandro Soares, Daniela Ribeiro
Released July 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: CAMPANHA DO AGASALHO
Product/Service: HOMELESSNESS CHARITY
Agency: FISCHER FALA
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: FISCHER FALA, São Paulo, BRAZIL
Executive Creative Director: Flavio Casarotti (Fischer Fala)
Executive Creative Director: Pedro Cappeletti (Fischer Fala)
Creative Director: Flavio Casarotti (Fischer Fala)
Creative Director: Pedro Cappeletti (Fischer Fala)
Creative Director: Rafael Merel (Fischer Fala)
Creative Director: Marcelo Fedrizzi (Fischer Fala)
Copywriter: Evandro Soares (Fischer Fala)
Copywriter: Daniela Ribeiro (Fischer Fala)
Art Director: Rubens Kato (Fischer Fala)
Media placement: Hanger - Laundry - 01/07/2009

Results and Effectiveness
There was a 20% increase in donations compared to last year. There were comments on blogs, websites, newspapers and TV shows, which created the equivalent of US$ 300,000 in spontaneous media. But mainly - less people suffering from the cold winter.

Creative Execution
The idea was to create a unique medium: the hangers used at laundromats. The public was impacted at the exact moment they were fetching their clothes from being cleaned. And when they took them off the hanger, they would realise how important an item like that would be to someone who had very few clothes. That was our way of being at the right place at the right time.

Insights, Strategy & the Idea
In São Paulo there are approximately 13,000 homeless people and only 7,000 places in shelters. At least 6,000 people are left out on the streets during the winter. Many of them die every year. The campaign for donation of clothes was launched as a way of minimising the effects of the cold weather, by collecting clothes and distributing them to the poor. The big challenge was to communicate this effectively and make people willing to donate a small amount.