Partnering for Good 15.08.2011 - WordPress.com · Brazil. This partnership, organized by TIE, pairs communications professionals with NGOs and local advertising agencies in growth

Partnering for Good An International Project to Support NGOs in Recife

9am – Introduction •  Who are we? •  Importance of Social Responsibility 9:15 – Guest Speaker -Cassia Oliveira •  Importance of Social Responsibility to Business Success 9:30 – CEM presentation •  What does Centro Escola Mangue do? 9:45 – Strategy and creative for new campaign •  Objectives •  Insight •  Strategy •  Campaign Idea •  Building a strong brand for CEM •  Creative Work •  Opportunity for Partner •  Next steps 10:45 - Questions

Agenda

Who are we? This project represents a partnership between WPP, Landor, TIE and Melhor to support NGOs and community based initiatives in Brazil. This partnership, organized by TIE, pairs communications professionals with NGOs and local advertising agencies in growth markets to effect social change. Development organizations are largely unable to afford communications support despite it being critical to their efforts to raise money and awareness of important issues.

In this case the focus is on Centro Escola Mangue, an NGO based in Brasilia Teimosa that promotes the sustainability of the mangroves in Recife through education and engagement.

Centro Escola Mangue:

Tristan Michelle Raphael Clarice Priscilla

Agency:

Luciana Taciana Michelle Philipe Etson

The Team

•  Citizenship and social responsibility are important platforms for business and most effective when they link to the business strategy and the brand itself:

Importance of Social Responsibility

•  People don’t just want to buy something, they want to buy into something

•  Access to information has never been easier, the dissemination of criticism never faster, the sophistication of the consumer never greater

•  Good reputations take years to build and can be destroyed with the click of a mouse

•  Governments, NGOs and charities can’t do it all. Corporations are expected to pitch in and act as stewards for our shared planet

•  Social responsibility today is not philanthropy or charity, nor is it just about image: creating a social good and creating a business good can be the same thing

What is this important today?

“We totally connect social responsibility to our business strategy” Stanley Litow, VP of Corporate Citizenship, IBM

“This is not doing good to do good. It’s integrated into the business – engaging technology, people and partnership” Caroline Barlerin, Director of Global Social Innovation, HP

CEM is a non-profit entity that develops environmental and educational activities focused on the preservation of the mangroves in Recife. They have worked in the local community since 2003. Today CEM has sponsorship from the Petrobras Environmental Program to develop projects in schools from four different areas of Pernambuco. They are looking to further develop their partnerships to promote the work they do among a broader audience in Recife.

About Centro Escola Mangue

•  Raise awareness among middle class influencers about the importance of mangroves and the work Centro Escola Mangue is doing in Brasilia Teimosa to support the cause and educate the local community.

•  Create opportunities for CEM to partner with companies and organizations that share their values and who are looking to build their own social responsibility platform.

•  Show that the mangroves are amazing.

Objectives for this project

•  Mangroves of Recife are being destroyed to make way for development

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What is the problem?

We are looking to build awareness of CEM among a broader audience

But our audience doesn’t think about mangroves

Strategy

•  Insight: target audience is blind to the mangroves and the role they play in their life (physical presence in Recife, natural ecosystem for food, natural habitat for animals, beautiful part of scenery, name of music Mangue Beats, name of street Via Mangue)

Insight

Other examples of this phenomenon Joshua Bell

Other examples of this phenomenon Street Children in Sao Paulo

•  Engage our target audience with a big idea, connect with them emotionally, open their eyes to what the mangroves are and the role they play

•  We donʼt want to focus on the negatives associated with the mangroves such as how they are being destroyed and polluted, but rather we want to focus on the positive role they play. We think our target audience will respond well to this

•  Need to create a value exchange. People will only share information and content about the mangroves if they like it in some way – if it makes them laugh, if it makes them look cool etc

Strategy for CEM Campaign

"Mangroves are the hidden treasures of Recife” – Other jewels include frevo, maracatu, carnival, parks, poetry, rich culture, monuments, churches.– Mangroves are the jewels that nobody sees.

Campaign Idea

Awareness EngageShare

Awareness Engagement Share Awareness Engagement Share

How to Build a Strong Brand

Awareness

Engagement

Share

How to build a strong brand Engage target audience so they share content about mangroves and CEM!

Creative Work

•  Develop creative concept that focuses on the positive aspects of the mangroves

•  Create work that people will share (focus on social media) •  Make it fun •  Show that the mangroves are amazing •  Start conversations •  Drive traffic to Centro Escola Mangue’s Facebook page and blog

Creative Brief

Back of buses

Back of buses

Ad Concept

Twitter Page

Video – Treasure Map

Copy

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Mega Mangue Maníaco

Mangue Bem Muito

Mangue Que Só

Eco bag

Sail

Design Motif

Mascot

T-shirts

…in different colours and styles!

Something for everyone…

Badges. The best way to share…

…and who doesn’t like stickers!

Something to put in shop windows

“We proudly support Centro Escola Mangue in its efforts to preserve the mangroves of Recife”

Complete Brand Universe with New Look & Feel

Other ideas for execution

•  Project images of the mangroves on buildings in Recife, using the theme of “hidden treasures”

•  Develop treasure maps where you have to find the mangroves. If you identify them correctly you win a prize

•  Exhibition of photos, videos, children’s projects in shopping malls, art galleries etc

•  Cartoon showing animals from the mangroves •  And lots of others!!

Ideas for places we want to see the campaign

Media Plan

•  Opportunity for a partner to act as lead sponsor and associate themselves with this new creative work developed to promote the sustainability of the mangroves in Recife

•  This partnership will act as a key social responsibility initiative that can help build the partner’s reputation and environmental credibility as well as social commitment

•  The partner will receive support from Melhor and WPP to develop the relationship and communicate the benefit to key stakeholders

•  Showing commitment to social responsibility initiatives such as these has been shown to positively impact recruitment and retention

•  Build skills among your employees •  Increase recognition in the media

Opportunity for Partner

•  Series of events to find a partner •  Development of creative concept across a range of applications

and touchpoints in collaboration with partner

Next Steps