Laura Pearlstein

Laura Pearlstein



Company: WPP & Landor

NGO: Em Cena - Arte e cidadania

Host Comms. Company: Inata

Date: September 3, 2012

Location: Recife, Brazil

Summary of the project: I spent a month in Recife, working with a group of university students to create a campaign that would help change perceptions of Em Cena, a local arts organization.

Case Study




So what brought Laura to Brazil to work on TIE? Ultimately, it was the desire to push herself out of her comfort zone, and use her professional skills in a new way, to give back to a community in need of some help. She worked with Em Cena, an NGO that provides a safe and engaging place for children from an impoverished area in Recife, Brazil, to take classes in dance, music and citizenship, and to learn and grow as people and members of a community. Because of the artistic nature of the Em Cena curriculum, they face a unique recruitment challenge: not enough boys! Her project objective, therefore, was to increase the participation of male children in Em Cena’s after school arts program.What she took away were countless lessons from a crash course in team leadership, and a total immersion in Brazilian culture. Plus, her newfound love of caipirinhas… To learn more about the project, the results, and the overall campaign, click on the case study link above, or click here. You’ll be happy you did.