Company: Proximity London
NGO: Espaço da Criança
Host Comms. Company: Aê!
Date: April 25, 2011
Location: Recife, Brazil
Summary of the project: I developed a campaign to raise awareness of a local children's NGO that provides schooling, food and shelter to children and adolescents living in extreme poverty.
Joseph Pirrie, an Account Director from Proximity London who works on the Volkswagen account, was on TIE from 25th April – 24th May, 2011. Joseph worked to develop a marketing campaign to raise awareness of a local NGO called Espaço da Criança that provides schooling, food and shelter to children and adolescents living in extreme poverty. To quote Joseph ‘it was a considerable challenge – living and working in a completely different culture where even the language was a barrier’.
The objective of Joseph’s project was to develop a communications campaign that raised awareness and acceptance of the critical work Espaço da Criança does in the community. Coming out of the project, the aim was for the community to start supporting the charity rather than resent them.
The team decided the best way of doing this was to show the community that Espaço da Criança gives children in the local area the opportunity to a childhood. And the media used was a mix of press, outbus, ele media, outdoor and radio, direct mail, social media and experiential. Click on the case study to learn more.