joseph pirrie tie case study with espaço da criança

8/2/2019 Joseph Pirrie TIE Case study with Espaço da Criança

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T.I.E. BrazilProject:

Espa ço da

Crian ça Joseph Pirrie



Executive SummaryIn November 2010, I was lucky to be chosen as the first candidate from Proximity London to participate in TheInternational Exchange (TIE) program. The opportunity excited and scared me in equal measure, which was exactly whyI chose to apply. I was to spend a month in Recife, one of the largest and most dangerous cities in north-east Brazil,working with a local charity to deliver a marketing campaign. It was a considerable challenge – living and working in acompletely different culture where even the language was a barrier. I committed to fundraising my entire marketingspend and learning as much Portuguese as possible before I left.

In short, TIE places communications professionals in the developed world with charities or not for profit organisationsin the developing world. The central idea is to bring the world of communication and development together to createsocial change. During my placement I worked with a charity- Espaço da Criança , and an ‘experimental’ advertisingagency made up of university students studying advertising – they called this agency Ae!

Espaço da Criança cares for 100 children daily, from one of the most marginalised and impoverished pockets of societyin Recife - the Coelhos community, a cluster of slums located throughout the banks of the Capibaribe River. At thecharity children receive 2 meals each daily, as well as reading, art, dance, music and tutoring classes.

Although Espaço da Criança has been operating in the same community for nearly 20 years, much of the localcommunity either don’t know they exist, or actively resent them being there (for bringing children from the slums intothe community each day). My objective was to develop a communications campaign that raised awareness andacceptance of the critical work Espaço da Criança does in the community. Coming out of the project, the aim was forthe community to start supporting the charity rather than resent them.

Working with TIE was a perfect opportunity to consider Proximity’s central offering to clients – measurable consumerbehaviour change, by getting close to ‘real’ behaviour change in a bell -jar environment and at a very grass-roots level.The placement also allowed me to develop, both professionally and personally, in a setting that was completely out of my comfort zone.

Words cannot really justify everything I gained from the experience, but I hope this case study goes some way todemonstrate the many benefits, not only for me, but for everybody involved.



Contents 1. Who was involved?2. Fundraising3. Preparation & training4. Living and working in Recife, Brazil5. Background6. Brief, Target audience and objectives7. Research8. Communications strategy9. Creative, media and publicity10. Communications plan11. Budgets12. Measurement and evaluation13. In the future14. Keeping my agency, friends and family involved15. My business and personal objectives16. My reflections on the experience



The International Exchange (TIE) Founded in 2007 by managing director, Philippa White, TIE fuses the world of communications and world of development in order to achieve social change.

In a nutshell, the idea is to find and select communications professionals (CP’s)who currently work in UK companies and pair them with suitable charities indeveloping countries.

The charity benefits from expert communications assistance and the CP benefitsfrom using their skills in a positive way – whilst at the same time experiencinglife-changing personal development.

And the communication company is able to develop its staff in an interestingand unique way.

It’s a kind of exchange programme – but very different from the ones you usedto go on when you were twelve. The difference is, with TIE you get an exchangeof ideas, experiences and skills. An exchange of knowledge, culture, norms andvalues. In essence - you get an exchange of reality.

It’s a win -win situation - everyone gets to share and develop their skills andmake a difference whilst they’re at it.

Philippa White



Espa ço da Crian ça

Espaço da Criança is a non-governmental organisation, whose main goalis to provide schooling, food and shelter to children and adolescentsliving in extreme poverty in the most unprivileged areas of Recife. Itreceives its support solely from volunteers and supportingorganizations.

Espaço da Criança takes care of 100 impoverished children daily fromthe Coelhos community – a cluster of slums located throughout thebanks of the Capibaribe River. The children range from 4 to 12 years of age. In the house children receive two meals each, daily, as well asreading, art, dance, music and tutoring classes. The staff comprises of 15 people, all of them volunteers.

Rafael & Nubia



Aê! Aê! is an experiment advertising agency run inside theCatholic University in Recife. Students can apply to workwithin the agency for 4 hours each day (Monday to Friday)to gain valuable ‘real’ experience while they studyadvertising.

The Catholic University is known for its great specialisationin advertising, publicity and communications. The studentsare taught and led by professors who have worked in theindustry themselves, but the projects are run on a day today basis by students who want to understand how theindustry works and ideally get a job within it.

Founded in 2001, Aê! works solely with not for profitorganisations to deliver marketing campaigns in the Recifearea. The 2011 campaign with Espaço da Criança is thefirst time Aê! have worked with TIE and the program hasbeen managed and implemented by Senior AdvertisingLecturer Fernando Fontenella.

Team Aê!



Proximity LondonProximity London is one of the UK’s leading direct and digital marketing agencies. They combine smart datahandling, strategic insight, and compelling creative to change the way people behave to create value for clients.

With an enviable client portfolio including Volkswagen, Procter & Gamble, TV Licensing, Orange, Royal Mail,Lloyds TSB and many more, Proximity London have been delivering outstanding results that deliver realbusiness value for over 20 years.

Proximity London is part of a global network of 62 offices and over 2,000 people. The WON Report classifies

Proximity Worldwide the world’s most awarded BTL network; and Proximity London is the 8th most awardedagency in the world (Won Report 2009) and the only UK agency in the top 20.

2011 is the first year Proximity London has participated in the TIE program and their involvement wasspearheaded by Lou Barber, Managing Director, with the support of the Proximity London Board.

Lou says, “We are delighted to be working with TIE as this opportunity provides amechanism for us to support our culture of empowerment which originated in

our roots as a start-up. We invest in like-minded people and review performanceagainst shared values to create a motivated team who develop loyal relationships and go the extra mile. Working with TIE will enable us to support one of our employees not only in making a significant contribution to a muchneeded cause, but will also provide a life enriching experience that we believe will genuinely be valued for years to come. “

Lou Barber



And me … I joined Proximity London in November 2006, after moving to the UK from myhometown in Melbourne, Australia. I’ve worked on a number of Proximity’slargest accounts from Volkswagen, to Walkers, to Save the Children. For twoyears I worked in Proximity’s charity hub managing numerous fundraisingcampaigns in both acquisition and retention roles.

A core part of my role saw me lead delivery of the multi-award winning RNLIYouth Campaign. This social media project linked UK charity, The Royal NationalLifeboat Institute (RNLI), with influential YouTube vloggers to co-create a

campaign challenging the negative image of ‘youth’ in the media.

I am currently working as Senior Account Director on the Volkswagen account.Over the past 2 years my responsibilities included planning, delivery and roll outof Volkswagen’s first integrated consumer contact strategy as well as heading upthe day to day team.

Prior to moving to the UK, I completed a Bachelor of Communications at RMITUniversity in Melbourne before taking up a graduate placement at boutiquemarketing communications agency, Haystac. During my time at Haystac heworked on a number of blue chip accounts including Toyota and Motorola.

Outside of work I enjoy travelling wherever and whenever I can. In the past fouryears I’ve managed to visit over 22 countries across Europe, Asia and theAmericas. Friends would consider me a bit of a social animal - I enjoyentertaining, cooking and nights out. I have a terrible singing voice and analarming collection of drunken anecdotes, which I’ll readily share given a fewpints.

Joseph Pirrie



2. Fundraising



Fundraising approach and

objectivesAs part of my contract when signing up to the TIE program, I was obliged to raise a minimum of £1,000, which would be the marketing spend for my campaign, including media, production andadministration costs. This may not sound like much, but considering the exchange rate andcheaper cost of production overseas, this money actually goes a long way.

Of course, the more you raise the more you can do and the bigger difference you can make withyour campaign, which is why I set myself a personal target to exceed £3,000.

My fundraising objectives were formed by my previous experience working on charity fundraisingclients. A key insight into fundraising is that people don’t just give for ‘giving’s sake’. Peopleexpect something in return for their generosity (especially among the younger generations).Therefore, my two objectives were quite clear:• Make my fundraising activity relevant, engaging and ‘fun’ for my target audience (mostly

agency staff and friends)• Provide an opportunity to promote the TIE program, my charity and talk to people about theimportance of the money they were donating.

In the end, I managed to raise £4,000, which was a lot of work in a small timeframe, but wellworth the effort. The next few slides summarise what I did…



Facebook and online donations One of the first things I did was to create aFacebook page to keep people up to date with myexperience and also promote fundraising beforethe placement. It was a key tool in driving onlinesupport and really helped make my initiativesengaging and amusing.

With the help of Proximity’s digital team I alsocreated an online pledge site for people tomake donations, write a note of support and

track my success. As existing online giving sites(such as Just Giving and Virgin Money) onlyallow you to fundraise for UK registeredcharities, we had to start from scratch, usingPayPal as a mechanism for payment.



English Summer Garden PartyPrior to being chosen to take part in TIE, I had a trip home to Australia booked for a friend’swedding. I thought this was a good opportunity to fundraise face to face with friends and familyback home and talk to them about what I was doing.

I held an ‘English Summer Garden Party’ incorporating all the quintessentially English. ThinkPimms, Cider, Cucumber sandwiches and lots of Sambuca! Drinks and food were donated andpeople made a small donation to attend.



Proximity Bar EventsThe Bar at Proximity London is open everyWednesday, Thursday & Friday after work. I usedtwo Thursday nights in the bar to hold smallevents – including pub quiz and karaoke nights.

I was also very lucky to have some of mycolleagues organise a Brazil wine tasting evening

in the Bar with ‘Eric the Vineking ’. 50 peopledonated to attend the event, tasting a number of delicious wines from across Brazil. Each wine inthe tasting was also available for purchase afterthe event at reduced price, with proceeds goingto TIE. Thanks so much to Natalie, Sarah and Benfor organising a great event!



Challenge PirrieI may have lived to regret it, but I decided a funny way to raise some money would be to letpeople ‘challenge’ me to do things and make donations in return.

I set the first challenge for myself – to go T-total for February and not drink any alcohol. Foranyone who knows me well, this is by no means an easy challenge. In fact, once it was over Iswore to myself never to do such a stupid thing again.

I put the word out on my Facebook page that I was going to take up two additional challenges,that people could suggest whatever they wanted on my page and I would collate all responsesand put out to vote. There were many weird and wonderful suggestions, but the two thateventually won were:• Wear a different dress to work every day for a week (including client meetings, meetings at

other VW agencies and lunchtime outside the office)• Get my male regions waxed, with video footage (of my face!) to prove I went through with it

I can’t say that I really enjoyed any of these challenges at all, but they certainly got peopleinterested in my campaign, talking about my project and donating.



Shoreditch Party & RaffleA lot of my fundraising had been focused around Proximity, but I wanted to get my otherfriends in London involved too. I organised a party night at a pub in my neighbourhood witha private room donated free of charge. I charged a small entry fee, with all takings going toTIE.

One of my flatmates was also very kind in organising a raffle on the evening. She works asMarketing Manager for Sunglasses Hut UK and was able to get 7 pairs of Ray Bans donated tothe event.



Carnival Party Event & SilentauctionOn the week before I left for Brazil, I wanted to hold one finalbig event to finish my fundraising, to thank everyone fortheir generosity and say goodbye.

I held a Carnival party with Brazilian cocktails, beers, BBQ, DJ

and Samba dancing. The party was a great success and areally nice end to all the fundraising I had been doing. By far,the standout of the night was the professional Sambadancing demonstration, which blew everyone away.

I also used the party as an opportunity to hold a silentauction of items that had been donated to me for the event.

This was a really easy way to raise quite a lot of money sothanks to everyone for their generous donations to theauction.



3. Preparation & training



Portuguese LessonsBefore I left the UK I wanted to make sure that I at least new thebasics of Portuguese so that I could make some attempt tocommunicate in the local tongue. It was a challenge, especiallyconsidering I had never learnt another language before, but I’mso glad I did as it made a huge difference to my experience inBrazil.

I had 2 months of Portuguese lessons with a fantastic teacher,Fernando Britto, who I cannot thank enough for his patience andguidance!

Another indispensible investment was my Lonely Planet phasebook and Portuguese dictionary – it helped me out on so many

occasions, especially during dinnertime conversations with hostfamily who spoke no English.

Fernando



TrainingTIE organise two training days in the lead up to your placement, thefirst of which is held in London and the second on the first day of workin Brazil.

The UK training was implemented by UK development professional,Evelyn Jarrold who has spent over 20 years working across the globe inthe world of development. The day was held with three upcoming TIEparticipants, including candidates from Leo Burnett, Ogilvy and myself.The training focused on providing context into the history of development and NGO work across the world. We also looked at howadvertising and communications can be perceived differently indifferent cultures.

In Recife, our first day was spent with the entire team, including Espaçoda Criança, Aê!, TIE and me. Rachael, a UK expat working on numerousdevelopment projects in Recife ran the training, which focused ondefining our brief, coming together as a team and realising the volumeof work that needed to happen in just one month!

Both days were critical in providing me the awareness and knowledgeto ‘hit the ground running’ in Brazil.

Rachael



4. Living and working in Recife,Brazil



My host family andaccommodation

I stayed with a host family in a suburb called Brasilia Teimosa- right on thewaterfront in Recife. My host family were possibly some of the kindest, mostwarm and friendly people I have ever met. Despite the language barrier (theydon’t speak any English and my Portuguese is limited) we still manage tounderstand each other, have heaps of laughs and meal times together.

Brasilia Teimosa is a really interesting example of how the booming economy inBrazil is playing out at grass-roots level. Once a very poor community, BrasiliaTeimosa has undergone somewhat of a gradual transformation over recentyears. As the economic climate has become more stable in Brazil, there hasbeen a rise in ‘self made’ business men and women, as well as a better jobmarket. As a result, many residents in suburbs such as mine have found newwealth.

You find a community that is divided (not in spirit or friendship) but in affluence.The poor are living alongside prospering neighbours. To put this into betterperspective – the more affluent households, such as the one I was living in, areby no means ‘rich’ in our sense of the word. Signs of wealth materialise in theform of more concrete and tiles covering their houses.

What’s really interesting to see is that those families who have found wealthhave not moved out to a ‘better’ neighbourhood and left their past behindthem. Instead, they have chosen to stay in a familiar community and used theirmoney to improve their home and belongings (Plasma TV’s etc ). It’s a nicereflection of their attitude towards life and testament to the strong sense of

community they share.



Where I worked day to day

Throughout the month I split my time betweenworking out of Espaço da Criança and Aê! offices.At the beginning of my placement it was muchmore important to spend time at Espaço daCriança so that I could immerse myself in theirwork and their cause. It also allowed me to focuson research and information gathering, as well asgaining a deep insight into the charity.

In the latter half of my placement as we movedinto strategy, creative and execution I spent mostof my time at Aê! to concentrate on getting the job done.

Both offices were in the Boa Vista area of Recife,so it was easy to walk between the two whenneeded.



5. Background



The local communityIn the local Espaço da Criança area alone approximately 78,098 people live in extreme povertyconsidering the local Human Development Index (HDI); from those, 38.04% are poor and 19.20%are miserable. Formal work is scarce amidst the local families, many of which have no access toproper schooling or are barely literate, making informal and lowly-paid work the sole viableactivity for over half of them. As a consequence, unemployment is high and many have given upsearching for jobs and fallen into full dependency of State aid.

This lack of social coverage and opportunities leads to a widespread degradation of livelihood andsocial wellbeing. Recife is already an unsafe environment (it scores a grim 4th national position innumber of murders among young people), and the community around Espaço da Criançaregisters the highest rates in town for violence, crime and narcotics usage.

Among the victims from this situation the most vulnerable ones are the children, who arehelpless in face of violence, social exclusion, poverty and family disorders.



Living in the favelasIn the first week of my placement I went to visit the favelas – the slums that the children live in. Itwas crucial for me to experience the reality of the children’s lives to understand the importanceof the work my charity does. It really helped me put everything in context.

The experience was confronting, eye-opening and deeply upsetting. The conditions weremortifying. Their slums are built at the edge of the river and with corporate business blocksmoving ever closer towards them, they are forced to expand out above the river. They live in´houses´ on stilts with the water running directly underneath them. When there is heavy rain theriver rises and literally floods their entire home. Toilets in the slums are often a small hole in thefloor in the corner of the room – so the river is where they go to the toilet, but also often wherethey gather water to wash.

Most homes are one or two rooms, with up to ten people living in them. Few have any type of kitchen, stove or refrigerator. None have taps and running water. Many men from the communityare in jail and women are looking after more kids than they can handle. Many have diseases suchas HIV and there is no sanitation to speak of. We visited one mother who had just had her eighth

child a week earlier. Four of her children go to school at my charity and they are the mostadorable children, but their home-life is a complete mess. Their mother is a prostitute and thechildren are more than likely exposed to this from the day they´re born.

Perhaps most disturbing was that I was told many of the parents are physically abusive with thechildren. Discipline is given in the form of violence. My charity is reluctant to contact the parentsif they really misbehave at school as the parents will say ´I know how to deal with this´ and thenext day the child will arrive covered in cuts and bruises.



The marketing landscape inBrazilBrazil’s advertising is very much led by what they call the ‘creative revolution’ – in a nutshell, that means thatcreative is king and everything else follows after that. To put this into more context, you wouldn’t find manyplanners working in agencies over here. If there is a planning element to campaigns, it is often left to theaccount handler who in most cases isn’t trained as a planner.

Digital comms are still at a very basic level and social media doesn’t play much of a role in any media lay down.Most businesses have a website, but beyond this digital is not a huge focus. This may indeed stem from Brazil’s

broadband capabilities, which are still (by UK standards) very basic. Only recently they moved away from dial-up connection and the bandwidth and broadband speed is still very slow in most areas.

In terms of social media – facebook is only just starting to take off and mainly within the more affluent areas of society. The big social media channel is called Orkut. Orkut is a social media website that is owned by GoogleInc. The website is named after its creator, a Google employee. Although Orkut is less popular in most countriesthan competitors’ facebook and MySpace, it is one of the most visited websites in Brazil and India.

There is also a lack of localised media. Many areas don’t have localised press and outdoor is few and farbetween. It means you have to be much more creative with targeting and try to use public spaces and placeswere larger groups ‘gather’ in order to reach people. An example of this is that ’ Anuncicleta ’ is often used as aneffective channel for raising awareness at a local level. Anuncicleta is basically an amplifier attached to a bike.You pre-record a message and play it through the speakers while somebody rides around the streets promotingyour message. Personally I can’t think of anything more annoying, but have seen happening a lot. On the up -side there’s no way you can ignore it so I guess it must be successful, albeit very annoying !



6. Brief, target audience and

objectives



The brief from Espa ço da Crian ça Although Espaço da Criança has been present and active in the same community for the past 20years, most of the residents and businesses from the surrounding area remain either unaware of its work or flat out hostile towards it (frowning on having kids from the favelas coming to theneighbourhood daily). Local partnerships that do occur are sporadic, more due to chance than toa commitment to the continuity of the initiative.

The steadier partnerships, in fact, come from co-operators that are not at all in the vicinities of the institution and are therefore less affected by its actions. One would expect that the adjacentbusiness and organisations would want to be more involved since the benefits for them are muchmore direct, but sadly it’s not the case.

Specific project objective: Develop a communication campaign aimed at increasing the surrounding community’s level of awareness of the importance of Espaço da Criança’s work, by familiarising them with the actionsof Espaço Criança and its importance to society. Ideally, coming out of the campaign, they wouldlike local businesses to start supporting the organisation, rather than being hostile towards it.

Social development objective: Help Espaço da Criança improve their work caring for the needy youth of Recife, ensuring thatthey get the assistance needed for a proper entrance into society, therefore reversing thediscriminating spiral that keeps the poor marginalized from society.



Defining our target audience

We defined our target audience through area mapping of Espaço da Criança’s local community.Aê! and I spent one afternoon in our first week walking all around the region, making notes onmaps of the different areas, people, businesses and attitudes.

We identified different pockets with thecommunity and agreed where to focus ourcommunications and budgets. All findings wereplotted onto a Google map, which was avaluable resource throughout the planningprocess.

The two audiences we decided to target were: • Local community including residents and

smaller businesses• Larger corporate businesses in close

proximity to the favelas



Communications objectives

Local residents and smaller businesses• Prove relevance and raise awareness of the importance of Espaço da Criança’s work• Provide channels for people to respond / obtain further information

Larger corporate businesses in close Proximity to the favelas• Prove relevance and raise awareness of the importance of Espaço da Criança’s work• Communicate a deeper understanding of Espaço da Criança’s work and its importance to the

community• Provide ways to get involved



7. Research



Research is critical

I can’t stress enough how important ‘doing my research’ was when I got to Recife. Although wehad two days training before the start of the placement, it’s not until you are living and workingin a new environment that you can really understand things properly.

There is a temptation to go to Brazil with a clear plan to answer the brief (after all, you’ve beenlooking at the written proposal for months before you get there). However, things just don’t workthe same ways as they do in the UK and you need to understand and appreciate what works and

what doesn’t in their marketing climate.

In the absence of time, budget or resource to conduct large scale research, it was up to me togather as much information as possible – and quickly. The trick was to talk to anyone andeveryone. Try and get as many different points of view as possible (often the most insightfulinsights come from a difference in opinion). Even a seemingly random chat with someone canturn out to give you a whole new perspective on things.

I learnt so so much by taking the time to do my research (some of which is detailed in thebackground section and later strategy slides of this case study), and my campaign truly benefitedfrom the time invested.



8. Communications strategy



Attitude and behaviour change

It’s a big step -change to reposition people’s attitudes and behaviour…

Considering the fact that Espaço da Criança have worked in the same community for 20 yearsand continue to have little awareness or support in the area, we needed to make sure ourstrategy recognised the incremental changes that are needed to move people from not beingunaware/resentful to becoming supporters.

Moreover, the fact that there was active resentment felt toward the organisation by some,meant that we needed to carefully plan messaging and comms so as not to alienate ouraudience. If we tried to move too quickly into asking people to support, without taking thenecessary steps towards making them accept and recognise the importance of Espaço daCriança’s work, we would inevitably fail.



Our planning considered theStages of Change modelStages of behaviour/attitude change:

Pre-contemplation – Not yet acknowledging that there is abehaviour/attitude that needs to change

Contemplation – Acknowledging the problem but not yet

read or sure of wanting to changePreparation/Determination – getting ready to change

Action/Willpowe r – changing behaviour

Maintenance – maintaining the behaviour change

Relapse – returning to old behaviours, abandoning new ones

Source: Prochaska’s ‘Stages of change’ model

Contemplation

Preparation

Action Maintenance

Relapse

Pre-contemplation



Focusing our strategy

We centred our strategy around four key stages that would take our audience on theroad to support. It’s an approach Proximity have used on a number of social marketingcampaigns and it really helped focus targeting of communication and messaging,keeping the audience mind-set front of mind throughout.

Create relevance – show the audience why Espaço da Criança is important andrelevant to them.

Drive awareness – once you’ve got people’s attention, you can drive a wider level of awareness around the organisation and its work.

Engage in conversation – when people accept, understand and realise the importanceof Espaço da Criança’s work they’ll be much more willing to engage in two wayconversation. The aim is to move them away from being passive supporters.

Generate support – once two way dialog in rolling, it is much easier and moreeffective to reach out and ask for support.



Creative approachTaking into account our strategy, I aimed to target our audiences using a mix of face-to-face, direct, broadcastand social media – each used to underpin different criteria within our four stage model.

I also felt that due to the resentment felt by some of our target audience towards the organisation, it wouldn’tbe right to go in with a ‘rights’ approach. To combat negativity with confronting messaging, such as ‘childrenhave the right to basic needs such as food and education’, may only alienate an already negative audience evenfurther.

A much more positive approach was needed, appealing to people’s emotions without making them ‘feel bad’. I

wanted the creative to be optimistic, appealing to people’s emotions surrounding being a child and having fun,while also demonstrating the importance of Espaço da Criança’s daily work.

One of the fundamental ‘truths’ that had really struck me during my time at the charity, was that they providedchildren with a safe place to ‘just be kids’. If you consider the reality of their lives at home; including living incomplete poverty and exposure to disease, abuse, crime and drug dependency - Espaço da Criança is one of the few places they have to feel safe and protected, free to laugh, learn, play and enjoy their lives as children.

It was this feeling of ‘childhood’ that I wanted to capture within the creative, after all most people within thetarget audience would have fond memories of what childhood means to them. I hoped that by positioningEspaço da Criança in this way, people would realise that children, no matter where they’re from, are justchildren and that all children deserve the chance to enjoy childhood.

And so our creative proposition was born: Espaço da Criança gives children in the local community anopportunity to a childhood



Creative brief in summaryWhy To raise awareness and support for the indispensible

charitable work Espaço da Criança do

Get residents and businesses in Espaço da Criança’s local area

Who either don’t know that Espaço da Criança exists or arehostile towards them being there

To recognise the importance of the charities work andultimately begin to support them

By showing them that Espaço da Criança gives children inthe local community an opportunity to a childhood

What A mix of broadcast media, including: press, outbus,Elemidia and radio. As well as direct mail, social mediaand face-to-face.



9. Creative, media and publicity



Outbus (Outdoor bus media)

Communication: Three versions of Outbuscreative were designed to raise high impactawareness for the campaign, as well as providingchannels to respond. Oubus media has some of the highest recall of all media in Recife, so thiswas a curtail element of our broader awarenessstrategy.

Target audience : Local residents/ businesses andwider community

Media: We met with the Outbus media owner tonegotiate a special deal for our campaign. It wasagreed that the media owner would doubleproduction and placement of our media spend

with them. This deal provided excellent reachthroughout June, as well as great value for money.



Newspaper advertising

Communication: Newspaper advertising aimed to raise broad awareness of Espaço da Criança’s work, as well as provide ways to get more information or donate. The creative was supplied inmany sizes and formats to allow maximum use of donated space.

Target audience: Local residents/ businesses and wider community

Media: We managed to negotiatesignificant coverage from three localnewspapers free of charge. All threepublications, Jornal do Commercio,Diario de Pernambuco and Folha dePernambuco, agreed to run the ad atleast three times weekly (including 1weekend space) throughout June.



Radio

Communication: A 30” radio spot was designed to raise high level awareness of Espaço daCriança’s work and provide channels to respond. Radio provided an opportunity to give furthercontext to messaging within the broadcast awareness channels.

Target audience: Local residents/businesses and wider community

Media: We were very lucky to

negotiate in-kind media space fromthree local radio outlets. Nova Brazil,Tribuna and CBN stations all agreed toprovide daily media space throughoutJune. This was a massive achievementfor the campaign as radio space can bevery expensive in Recife.



Elemidia

Communication: Elemidia is a setup of television screens within major office/business buildingsthroughout Recife. 15” advertising spots are rotated between news and cultural interest piecesthroughout the workday. Elemidia offered an excellent way to reach businesses within our targetarea with high repetition coverage – raising awareness and giving people channels to respond.

Target audience: Residents and businesses in local community

Media: Through contacts at the university, we managed to negotiate free placement throughoutJune in 6 major buildings in the local area: Cervantes, Multmed, Jadan, Pedro, Stamford & RioCapibaribe . The 15” spot was agreed to play on rotation every 6 minutes throughout June.



Community projects

Communication: We thought that a nice way of making Espaço da Criança’s work relevant to thecommunity could be by taking their teaching outside into the community. By doing this, theywould not only demonstrate the value and relevance of their work, but connect with thecommunity directly. The planning for these projects needs to be carefully considered so as to begrounded in education, making sure it never looks as though the children are ‘working’ for thecommunity as this has many bad connotations that work directly against the principals of theorganisation.

The projects could be around special times of year (i.e. singingChristmas carols in offices foyers) or directly relate to learningcurriculum (i.e. environmental – recycling or planting trees).

Seeing as our campaign was launching in June, ‘Sao Joaoweek’ was considered as a good time to launch the

programme. Sao Joao (Saint John) festival is a large event inRecife, running for a week, which has many associations withChildren.

Target audience: The immediate community – residents,smaller businesses and corporate businesses



DVD

Communication: We produced a short DVD film, whichwas used as another tool to demonstrate Espaço daCriança’s relevance and promote their work. The DVDaimed to demonstrate the positive outcomes of theorganisations work including:• Footage of the children learning, eating and playing at

Espaço da Criança• An interview with a past student showing her ‘success

story’• A message from Espaço da Criança’s president,

explaining why the organisation exists• Interview with major donors talking about why they

are involved

Target audience: Prospective donors, including largercorporate businesses in the area

Media: The DVD was produced primarily as part of thedirect mail pack explained on the next slide, but was alsoused across other digital media, including: website,YouTube channel & Facebook page



Direct mail packCommunication: A direct mail pack was created to target the largercorporate businesses in the area. Direct mail gave us an opportunity totell our ‘story’ in much more detail and initiate one -to-onecommunication with potential future donors in the area. We alsoproduced a large number of extra mail packs for Espaço da Criança toengage with other future prospects (both from the local community andoutside).The mail pack included:• 2 x cover letter templates to be personalised for all recipients (one

for local business and one more general)• DVD showing positive outcomes of Espaço da Criança’s work• Information pack explaining their work in more detail, offering ways

to get involved and providing contact details• Jujuba tree – basically, a small tree made out of candy. This particular

type of tree has strong references to children in Brazil. The tree wasincluded as an engagement devise to create a point of reference andconversation in the office.

Target audience: Larger corporate businesses in close proximity to thefavelas as well as future corporate prospects.

Delivery: The direct mail pack was to be hand delivered to selectedbusinesses by staff and children from Espaço da Criança. This would allowtwo way conversations and help begin to establish a database of contacts.



Social Media

Communications: Espaço da Criança had already formed aYouTube channel and also voiced interest in creating aFacebook group. We helped transform their existing YouTubechannel into a branded page, with further information andcontact details. We also created a Facebook page for thecharity and populated with relevant information and content.

Target audience: Existing supporters and future prospects

Media: At first I was reluctant to venture into social mediawith Espaço da Criança due to their limited digital expertise,however they really wanted it so who am I to say no! It wasimportant that we educated them on the importance of maintaining the sites, updating with new content andengaging in conversations with people. Espaço da Criançaagreed to share this responsibility between three people sothat the sites would be refreshed and maintained regularly.



PR & publicity

The university had a number of contacts and existing channels that we could leverage to gainwider publicity surrounding our campaign and the TIE program. We decided that it was best togain media coverage at the same time the campaign was live, to maximise exposure and reach.When I left Recife, Aê! had agreed the following:

• TV: 60 second profile of TIE program between Espaço da Criança and Aê! - to air on theGlobo station, using the University’s dedicated weekly media space

•

Online media : article covering the TIE program in Marcado No Ar and Social 1• Press : article surrounding the TIE program and Espaço da Criança project in Jornal doCommercio



10. Communications Plan



Espa ço da Crian çacommunications plan 2011 - 2012

Phase Audience Channel Details May June July Aug Sept Oct Nov Dec Jan Feb

Week 1 Week 2 Week 3 Week 4 Week 5

Launch broadcast Local residents, businesses andwider community

Outbus 3 x creative to be supplied and run across June

Press Press ads to run 3 times weekly throughout June in the following titles:Jornal do Commercio; Diario de Pernambuco; Folha de Pernambuco

Ele Media Ele media 15" ad to run on rotation in 6 major buliding locations throughoutJune

Radio 30" radio spot to run across three stations throughout June: Nova Brazil;Tribuna; and CBN

Direct communication Corporate business in close

proximity to favelas

Direct mail pack Direct mail pack to be hand delivered by staff and children to select

corporate businesses

Community project Local residents & businesses Experiential Espaço da Criança to take teaching out of the school and into the community- Boa Vista Shopping Center during Sao Joao (24 June)

Social Media Supporters, staff, interestedparties and prospects

YouTube Updated site live from June, Espaço da Criança to monitor, update, maintainand drive traffick - ongoing

Facebook Updated site live from June, Espaço da Criança to monitor, maintain anddrive traffick. Update status, news, photos, videos etc - ongoing

PR & Promotion Wider community and mediaindustry

TV 60 second project review - Globo

Press Jornal do Commercio

Online Including Marcado No Ar and Social 1

On-going activity Prosepcts Telephone/ Database Be ready to respond to enquiries and build a database of contactinformation to re-contact people

Direct mail 550 additonal DVD & information packs produced for future contacts. Lettertemplate to be personalised and send to new prospects

Supporters and prospects Events/ maintainingconversation

Use special occasions such as Easter, Christmas, New buliding launch & 20year anniversary to re-contact prospects & maintain conversation

Future campaign Prosepcts Communications brief Possible second TIE brief to extend, amplify and convert support from initialcampaign



11. Budgets



Where did the money go?

By using the facilities at the Catholic University and appealing to media owners for donated/free space, we were able to make thebudget go a very long way!

I thought it was important not to spend all the money I had raised while I was there so that I could leave contingency for Espaçoda Criança to use moving forward. If they found that one particular communication really worked or wanted to produce additionalmaterials created in the campaign, this gave them the opportunity and flexibility to extend on what we started.

Direct Mail & DVD DVD Filming, editing and grading – free50 x Cover letter printing – R$90

50 x DVD & info folder production and printing – R$13550 x Outer bags – R$5050 x Jujuba tree production – R$300

Additional DVD and information packs for future prospects2 x Cover letter copy templates – free550 x letterhead to personalised cover letter templates – R$250550 x DVD & info folder – R$1540550 x Outer bag – R$250

OutbusProduction and printing of Outbus x3 creative – allowance R$500Media cost of x100 Outbus placements – R$3500Media owner agreed to double volume of paid production & media

ElemidiaFilming, editing and production of x1 15” ad – freeMedia cost of 15” Elemidia placements in 6 local businessbuildings throughout June – free

Radio (three stations) Production and recording of x1 30” radio spot – freeNova Brazil media cost of 30” radio spots daily throughout June –

freeTribuna media cost of 30” radio spots daily throughout June – freeCBN media cost of 30” radio spots daily throughout June – free

Press (three publications) Production and printing of x5 ad sizes (DPS / FP / HP / QP / Strip) – freeJorual do Commercio media cost of x3 weekly ad placements in June

– freeDiario de Peruambuco media cost of x3 weekly ad placements in

June – freeFolha de Pernambuco media cost of x3 ad placements in June – free

Social MediaYouTube channel design, copy & build – freeFacebook page content, copy and build – free

ContingencyTotal contingency pot – R$3385

TOTAL BUDGET: R$10000



12. Measurement and evaluation



Evaluating our successAs my brief was largely an awareness campaign, I would have loved to implement a robust

qual/qant research evaluation post campaign. However this is not the best use of budget orresource for a small NGO such as mine. Before I left Recife I agreed with Espaço da Criança that itwas important to measure and evaluate the effectiveness of communications so that they canadapt and improve moving forward. The below was identified as manageable consideringresource, budget and time constraints.

Timings:• 3 months after initial June burst of activity• On-going as new prospects/supporters are obtained

Target Audiences• Responders to broadcast awareness channels• Local corporate businesses targeted with direct mail

Performance/Behaviour measures• No. of telephone enquiries• No. of email enquiries• No. of responders to direct mail pack• No. of contacts collected on database• No. of new active supports generated• Amount of new income / in-kind sponsorship generated• Uplift in hits to the website, including site navigation, page views, dwell etc

Communications, awareness & attitude• It was also agreed that gaining a deeper insight into attitudes and awareness was necessary. We decided to target

new supporters/prospects and responders/non-responders to the direct mailing with a short questionnaire to gaina deeper perspective into the effectiveness of our campaign.



The questionnaire in summaryCriteria for the questionnaire were determined, including:

Source: Which media, PR or communication did you see/respond to?Comprehension : What did you think the main messages of the communication were?Persuasiveness: To what degree did you feel the messages were relevant and credible?Stand-out: To what extent did you feel the communication had cut-through?Reaction: To what extent did the communication evoke an emotional response or make you wantto get involved?Attitude: • Did you know anything about Espaço da Criança prior to receiving/seeing this

communication/s? If yes, what was your opinion of the organisation?• Has your attitude towards Espaço da Criança changed as a result of the communication/s?• What additional information would be useful to you?• What would you like to see more of from Espaço da Criança?• What involvement, if any, would you like to have moving forward?



13. In the future



Creating an action plan

It was important that I left Recife having clearly communicated next steps and formed a plan forcontinuing to build on the campaign in the future. There were four imperative deliverables I discussedwith Espaço da Criança.

Be ready for telephone and email enquiries: As we had included their contact information on manycreative pieces, it was vital that they were prepared to answer phone calls and respond to enquiries.Espaço da Criança agreed to train a selection of staff in this area so that there was always someone onsite to handle requests.

Build a database of contacts: To enable future dialog with prospects generated from the initialcampaign, it was very important for Espaço da Criança to capture as many contact details from peopleas possible, and re-contact them when appropriate in the future.

Monitor and update social media channels: As mentioned earlier, constant management and updatingof social media channels is key. Espaço da Criança agreed to train three people in this area.

Maintain engagement & conversation and start to build support: There were a number of goodopportunities to re-contact prospects in 2011 to build relationships and move prospects towardsbecoming active supporters. These included: New building launch (Aug); 20 year anniversarycelebrations (Sep) and Christmas celebrations (Dec).



The next TIE project

One of the tasks I was set by TIE was to identify a possible future project for Espaço daCriança. Considering my strategy, I felt the next steps of a marketing plan shoulddefinitely focus on maintaining conversation and building support.

My recommendation for the next campaign was to build a toolkit of donation‘products’ and promote these to prospects and the community.

Espaço da Criança currently has many organisations helping them in different ways,but it doesn’t have a clear catalogue of different donation methods. The campaignwould involve designing these ‘products’, using ideas from the ways people/businessare already supporting, and packaging them into marketable donation methods. Thecampaign would also clearly demonstrate the ‘what’s in it for them’ as donors – i.e.logo placement on website etc.

By making it as easy as possible for prospects to understand how they can donate andthe benefits they would receive, Espaço da Criança would be in a much better positionto expand their donor base and convert prospects into active supporters movingforward.



The road to support

Createrelevance

Driveawareness

Engage inconversation

GenerateSupport

• Community project• DVD

• Direct mail• Social media• Ele media• Press• Bus back• Radio

• Re-contact audience:• New building launch• 20 year anniversary• Christmas• Facebook page &

YouTube

• Create toolkit of fundraising‘products’ andpromote these toprospects

f d



15. Keeping my agency, friendsand family involved

K l i l d b f



Keep people involved before,during and after my placementSo many people supported me in lead up andduring my placement, and I wanted to keeppeople involved in my experience as much aspossible.

I used a mix of social media channels

including a Facebook group, twitter feed andblog to promote my fundraising initiatives,create excitement around the project anddocument my experiences and learningswhile I was there.

The placement was a once in a lifetimeopportunity for me, which I benefited fromin so many ways. I hope that by involvingothers in my experience that I was able toshare some of these learnings and inspireother people to take part in the TIE programin future years.

M b siness nd person l



My business and personalobjectivesBefore I embarked on my TIE journey, I was asked to establish business and personal objectives to worktowards, which I’ve included below.

I’m happy to say that I achieved all of my objectives, but these were only a fraction of what I got out of theentire experience. I hope this case study goes some way to explain what is hard to sum up in a sentence orpage – just how much this experience actually gave me on both a professional and personal level.

What I perhaps didn’t consider fully, was the effect my placement would also have on the people I worked within Brazil. I had always hoped that I would help them in some small way, but considering the inspirational workmy charity does every day, I guess I didn’t think that my contribution would be tremendously significant tothem. I was so pleased to read the feedback in my appraisal, and I think this really shows how the TIE programtruly is of benefit to everyone involved.

My business objectives • Grow skills and gain experience that will shape my professional development, moving towards the next

level in management• Broaden my leadership skills within the workplace, including motivating different audiences to achieve a

common goal• Realise the true value of the communications skills I have by developing a communications strategy on my

own

My personal objectives• Prove to myself what I am capable of, by taking a step up in leadership – developing, inspiring & directing

the people I work with• Develop new relationships with people who will at first seem very different from me, even the language

being a barrier.•

Embrace being completely out of my comfort zone and learn a lot about myself in the process

16 M fl i h



16. My reflections on theexperience



A personal perspectiveWhen I set out on the TIE journey, I hoped that I would gain a lot of confidence in my abilities and my capacityto connect with people far removed from my everyday life. In reality, what I gained was so much more. In noparticular order, here is just a snapshot of some of the realisations I had over the experience:

Kindness and a smile know no language.The benefits of breaking down processes.I am ‘good’ at much more than I thought I was. A huge amount can really be achieved when a small group focuses on one thing.Friendships are sacred.The value of a ‘real’ understanding of what your brand actually does and its benefit to consumers.Anyone can think about making a difference, but it takes a special kind of person to deliver on it day after day.Starting the day with breakfast instead of a cigarette and coffee isn’t all it’s cracked up to be.Learning a language is one thing, speaking with locals in that tongue is another.When you open yourself up, you’ll be amazed what you get back.Always experience a culture from the inside, through a locals eyes.You have to take risks to get the best rewards.Just how privileged we are in Western society.You never really get used to having a cold shower in the morning.Every child deserves happiness.A marketers skills actually are quite powerful.It’s not a party unless it’s still going at sunrise. The best idea can come from the most unlikely place.Brazil and it’s people are AWESOME – go there often.



Last, but by no means least, a bigthank youThere are so many people I would like to thank for making my Brazil experience possible and forsupporting me throughout the process that I couldn’t possibly list you all by name, but here’s asummary, which everyone will fit into in some way… Thanks to :

Proximity London for putting your confidence in me to take part in the program (and for fundingit of course!)

All my colleagues, family and friends who donated and supported me in the lead up to & duringmy placementPhilippa, Ana, Evelyn and Rachel at TIE for organising such an amazing programNubia, Rafael and everyone at Espaço da Criança for your help, kindness and supportthroughout the campaign Everyone at Aê! for all your hard work planning and delivering the campaign in such tighttimeframes (and for showing me a good time outside of work!)

All the various people in Recife who helped with the campaign – either by offering advice orinsight, or by donating to the campaign in some wayMy host family - I can’t thank you enough for your kindness, generosity and for looking after meso wellAll the friends I made during my time in Recife – you who gave me perspective on the city andBrazil, which I would never have achieved solely through working there (and for showing me an

ti t t ll th b d l b !)

joseph pirrie tie case study with espaço da criança

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