Rio De Janeiro State Government: SOCIALPEACE (Movie) by FSB COMUNICAÇÕES for Rio De Janeiro State Government

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Rio De Janeiro State Government: SOCIALPEACE (Movie)

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Industry Public awareness
Media Promo & PR
Market Brazil
Agency FSB COMUNICAÇÕES
Released June 2011

Awards

Cannes Lions 2011
PR Lions Best Use of Social Media Silver

Credits & Description

Type of Entry: Technique
Category: Best Use of Social Media
Advertiser/Client: RIO DE JANEIRO STATE GOVERNMENT
Product/Service: PUBLIC POLICY INITIATIVES
Entrant Company: FSB COMUNICAÇÕES Rio de Janeiro, BRAZIL
PR/Advertising Agency: FSB COMUNICAÇÕES Rio de Janeiro, BRAZIL

Managing Partner: Maria Claudia Bacci (FSB PR Digital)
Executive Director: Risoletta Miranda (FSB PR Digital)
Social Media Coordinator: Janine Louven (FSB PR Digital)
Account Manager: Naila Oliveira (FSB PR Digital)
Account Executive: Dirceu Viana (FSB Comunicações)
Social Media Analyst: Fábio Keidel (FSB PR Digital)
Social Media Analyst: Priscila Simão (FSB PR Digital)
Social Media Analyst: Leila Medeiros (FSB PR Digital)
Trainee: Daniel Pinho (FSB PR Digital)

Describe the campaign/entry:
In Brazil, Rio de Janeiro was adopting and expanding unprecedented public policy for peacekeeping the 'favelas.' In 2010, Rio was faced by a litmus test: criminal gangs reacted by attacking people and burning cars. The goal was to seek the support of the population and show that the solution to the city's problems is a cause for everyone to embrace, not just the state/police. The focus was to convince opinion makers that initially reacted with fear and harsh criticism. The strategy was to humanize state action, provide details of the operation through the official government channels and identify and support the highest-profile collaborative actions created by internet users. Twitter was the centre of the tactical strategy, due to its repercussion in the Brazilian media and presence of celebrities. A spontaneous campaign was created for the use of @paznorio and for following the Twibbon @govrj. Interviews with police leaders were posted, including at Orkut, the most used network in Brazil. The social media used, helped the campaign turn individual concerns into a collective cause for peace: @paznorio on Trending Topics (3.6 million profiles) and repeated 20 million times. Reach of 400,000 people via Twitcams and almost 1 million people at Orkut.
Describe the brief from the client:
Seek the support of the connected population and show that the solution to the city's problems is a cause for everyone to embrace, not just the state or the police. With over 5 million using social networks in Rio, one focus was to convince opinion makers that reacted with fear and harsh criticism. In the web, the prevailing feeling was individual: residents were concerned about their own safety and there were lots of rumours. How then, could individual panic, worry and fear be turned into a collective cause? How could the population be positively united around their passion for Rio?
Results:
Always highly criticized, for the first time, the police received wide support from the people, as did the Government, in combating drug dealing. The data:
• Evolution of SIM (*) for the Government of Rio - 10 to + 42 points in 5 days.
• In four days, @Paznorio reached 3.6 million profiles and repeated about 20 million times (***). For four days in a row it was among Trending Topics.
• The Twitcams reached about 400,000 people, with repercussions in major news media portals.
• The profile @GOVRJ grew 56%, with 7,587 followers in 5 days.
• More than 6,400 people have joined the Twibbon.
• You Tube reached 132,000 people (***)
• Orkut reached nearly 1 million people. (*) SIM – Social Influence Marketing, developed by Razorfish. The closer to +100, the better for the brand. (**) Robot Webgrama monitoring tool. (***) TweetReach Tool ( www.tweetreach.com )
Execution:
All social networks were used, but Twitter was the centre of the tactical strategy. Besides providing real-time information, Twitter has huge repercussions in the Brazilian offline media. It is also where celebrities are influencing people. During the 5 most critical days of the operation, an official spokesman from the Security Department was responsible for answering questions and making statements on operations, on the Twitcam. Interviews with police leaders in front of the Alemão complex were posted on the networks, including Orkut, the most commonly used network in Brazil. On YouTube, soldiers thanked people for support they were getting. Seeking engagement, a spontaneous campaign was created for the use of @paznorio and following an official Twibbon @govrj. @paznorio was on Trending Topics on the network for 4 consecutive days and was the anchor for millions of messages of support for the police and the government's action.
The Situation:
In Brazil, Rio de Janeiro is preparing to host two of the most important events global sport events: the 2016 Olympic Games and 2014 FIFA World Cup. The state is adopting and expanding unprecedented public policy initiatives, such as peacekeeping in the favelas (slums). Since 2008, the peacekeeping policy has consisted of entering the hillsides, arresting the criminal gangs, and introducing social policies to areas that had been dominated for decades by drug dealers. In November 2010, Rio was faced by a litmus test: criminal gangs reacted by attacking people, burning cars across the capital.
The Strategy:
The strategy in the social networks was to bring together the work done by the police and those connected citizens, humanizing state action. It was necessary to give the operation a human face, using exclusive spokespeople on the internet. It was also necessary to clearly provide all the details of the operation, using the official government channels on the social networks and to prevent the spread of rumours. At the same time, pride in living in Rio had to be encouraged. The strategy also involved identifying and supporting the highest-profile collaborative actions created by internet users themselves, to amplify positive spokespeople and so to make the "Government of Rio" another ally in a campaign for peace in the city, without an official role.