BOOK by WMcCann Brazil for Dorina Nowill Foundation For The Blind

BOOK

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Brazil
Agency WMcCann Brazil
Art Director Francisco Oliveira
Producer Marcelo Hack
Account Supervisor Murilo Candelot
Released December 2010

Credits & Description

Category: Charities
Advertiser: DORINA NOWILL
Product/Service: INSTITUTIONAL
Agency: WMcCANN
Date of First Appearance: Dec 7 2010
Entrant Company: WMcCANN, Sao Paulo, BRAZIL
CCO: Washingto Olivetto (WMcCANN)
Creative Director: Milton "Cebola" Mastrocessario (WMcCANN)
Art Director: Francisco Oliveira (WMcCANN)
Copy writer: Sandro Nascimento (WMcCANN)
Account Executive: Andrea Sanches (WMcCANN)
Account Manager: Rafaela Reis (WMcCANN)
Account Supervisor: Murilo Candelot (WMcCANN)
Producer: Marcelo Hack (Burti)
Media placement: Internet - Vida mais livre - 07/12/2010

Describe the objective of the promotion.
Raise funds in order to maintain the Dorina Nowill Foundation for the Blind printing company.

Describe how the promotion developed from concept to implementation.
We developed a book called "Reflection On Blindness" and prepared a special evening to launch the book in the Livraria Cultura – Brazil's biggest bookstore. We invited public figures, the press, and 500 guests. The consumer was the one who got to choose the book price. We had donations of US$ 5, US$50,00, US$500,00 and one businessman paid US$ 5000,00 on the purchase of a single book.

Explain why the method of promotion was most relevant to the product or service.
All the pages inside the book are black, making a direct reference as to how the visually impaired see common book publications. On the back cover, the reader found the following explanation: "For those who see books like this, the Dorina Nowill Foundation for the Blind develops thousands of interactive and acessible digital books in Braille. In rder to continue this work, we need your collaboration.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The first edition's 500 copies sold out in a week and gave the equivalent sum of 10 months of the Foundation's printing company employee salaries. We were able to achieve media and blog exposure, promoting the Dorina Nowill Foundation's work together with the visually impaired.