Company: Leo Burnett
Host Comms. Company: Arcos Comunicação
Location: Recife, Brazil
Summary of the project: I developed a campaign to inspire the people of Recife to support CPP and help street children recapture their dreams.
Alice’s story started over a year before she landed in Recife on the 3rd of March, 2011. In January 2010 Leo Burnetts’ head of account management- Emily Sommers- sent an email to all Account and Board Account Directors at Leo Burnett London. The email invited people to apply for a TIE placement…for the chance to work with a charity in Recife, North Eastern Brazil. Using the experience they had in communications, and with the support of a local advertising agency, the objective would be to develop a communications campaign for a small grass-roots NGO. Alice’s response was “you’re joking right?” Fast forward to March 17th 2011 and Alice embarks on the journey of a lifetime. Working with CPP- (Comunidade dos Pequenos Profetas) which stands for “Community of the little prophets” an NGO working with extremely vulnerable children and adolescents within Recife and the surrounding areas. CPP was founded 28 years ago by Demetrius Demetrio after he moved to Recife from Brasilia and was shocked by the number of street children he saw. He founded CPP to give these children an alternative and a better start in life. To quote Alice, ‘working with CPP was life changing. The kids were amazing. They were so kind and generous and welcoming and it was absolutely inspirational to see how changed a person can be when they are given a second chance at life’. The experience made a profound difference to CPP and the young people and it has changed Alice’s perspective of the industry, impelling her to consider how she can do more within her day to day job to help organisations performing such critically important work on the ground. This is not a story to be missed. Click on the case study and be inspired.