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Industry Hospitals, Healthcare facilities & Medical Services
Media Promo & PR
Market Brazil
Agency Dialogo Design
Creative Director Rodrigo Westin, Ricardo Saint-Clair
Copywriter Manuela Dias
Released April 2010

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Advertiser: MOPI SCHOOL
Product/Service: LIBRARY BIKE
Agency: Dialogo Design
Date of First Appearance: Apr 11 2010 12:00AM
Entrant Company: Dialogo Design, Rio De Janeiro, BRAZIL
Creative Director: Ricardo Saint-Clair (Dialogo Design)
Creative Director: Rodrigo Westin (Dialogo Design)
Product Designer: Paulo Ferreira (Dialogo Design)
Copywriter: Manuela Dias (Dialogo Design)
Media placement: Environmental Media - City of God Community - April, 11th, 2009

Describe the objective of the promotion.
Mopi is a Brazilian private school with a contemporary approach to education. In the last 10 years, sustainability, social inclusion, and innovation have been taught alongside traditional disciplines, like math, biology and foreign languages. We needed to demonstrate that the school’s commitment to social responsibility is not merely academic. The students and the general public should perceive that education is mainly about reality, duty, and realisation.

Describe how the promotion developed from concept to implementation
The City of God, a notorious slum of Rio de Janeiro, was chosen for the launch of “Bicicloteca”, the combination of bicycle and library. Promoting literacy, it carries books and periodicals throughout the community daily. Brazilian celebrities participated in helping to raise people’s awareness, and promoting free media coverage. Hundreds of books and periodicals subscriptions were donated, and the number is still rising.

Describe the success of the promotion with both client and consumer including some quantifiable results
The response from the parents and students has been great. It also got significant free media coverage from local TV and newspapers.

Explain why the method of promotion was most relevant to the product or service
The Moving Library activation attested the school's commitment to promote social inclusion, with a large contribution from students, parents and the local community.