Beruflich Dokumente
Kultur Dokumente
Executive Summary
In November 2010, I was lucky to be chosen as the first candidate from Proximity London to participate in The International Exchange (TIE) program. The opportunity excited and scared me in equal measure, which was exactly why I 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 a completely different culture where even the language was a barrier. I committed to fundraising my entire marketing spend 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 organisations in the developing world. The central idea is to bring the world of communication and development together to create social change. During my placement I worked with a charity- Espao da Criana, and an experimental advertising agency made up of university students studying advertising they called this agency Ae! Espao da Criana cares for 100 children daily, from one of the most marginalised and impoverished pockets of society in Recife - the Coelhos community, a cluster of slums located throughout the banks of the Capibaribe River. At the charity children receive 2 meals each daily, as well as reading, art, dance, music and tutoring classes. Although Espao da Criana has been operating in the same community for nearly 20 years, much of the local community either dont know they exist, or actively resent them being there (for bringing children from the slums into the community each day). My objective was to develop a communications campaign that raised awareness and acceptance of the critical work Espao da Criana does in the community. Coming out of the project, the aim was for the community to start supporting the charity rather than resent them. Working with TIE was a perfect opportunity to consider Proximitys central offering to clients measurable consumer behaviour 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 to demonstrate the many benefits, not only for me, but for everybody involved.
Contents
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. Who was involved? Fundraising Preparation & training Living and working in Recife, Brazil Background Brief, Target audience and objectives Research Communications strategy Creative, media and publicity Communications plan Budgets Measurement and evaluation In the future Keeping my agency, friends and family involved My business and personal objectives My reflections on the experience
The charity benefits from expert communications assistance and the CP benefits from using their skills in a positive way whilst at the same time experiencing life-changing personal development.
And the communication company is able to develop its staff in an interesting and unique way. Its a kind of exchange programme but very different from the ones you used to go on when you were twelve. The difference is, with TIE you get an exchange of ideas, experiences and skills. An exchange of knowledge, culture, norms and values. In essence - you get an exchange of reality.
Philippa White
Its a win-win situation - everyone gets to share and develop their skills and make a difference whilst theyre at it.
Espao da Criana
Espao da Criana is a non-governmental organisation, whose main goal is to provide schooling, food and shelter to children and adolescents living in extreme poverty in the most unprivileged areas of Recife. It receives its support solely from volunteers and supporting organizations. Espao da Criana takes care of 100 impoverished children daily from the Coelhos community a cluster of slums located throughout the banks 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 as reading, art, dance, music and tutoring classes. The staff comprises of 15 people, all of them volunteers.
A!
A! is an experiment advertising agency run inside the Catholic University in Recife. Students can apply to work within the agency for 4 hours each day (Monday to Friday) to gain valuable real experience while they study advertising. The Catholic University is known for its great specialisation in advertising, publicity and communications. The students are taught and led by professors who have worked in the industry themselves, but the projects are run on a day to day basis by students who want to understand how the industry works and ideally get a job within it.
Founded in 2001, A! works solely with not for profit organisations to deliver marketing campaigns in the Recife area. The 2011 campaign with Espao da Criana is the first time A! have worked with TIE and the program has been managed and implemented by Senior Advertising Lecturer Fernando Fontenella.
Team A!
Proximity London
Proximity London is one of the UKs leading direct and digital marketing agencies. They combine smart data handling, 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 real business 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 worlds most awarded BTL network; and Proximity London is the 8th most awarded agency 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 was spearheaded 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 a mechanism 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 performance against 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 much needed 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 my hometown in Melbourne, Australia. Ive worked on a number of Proximitys largest accounts from Volkswagen, to Walkers, to Save the Children. For two years I worked in Proximitys charity hub managing numerous fundraising campaigns in both acquisition and retention roles. A core part of my role saw me lead delivery of the multi-award winning RNLI Youth Campaign. This social media project linked UK charity, The Royal National Lifeboat 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 out of Volkswagens first integrated consumer contact strategy as well as heading up the day to day team. Prior to moving to the UK, I completed a Bachelor of Communications at RMIT University in Melbourne before taking up a graduate placement at boutique marketing communications agency, Haystac. During my time at Haystac he worked on a number of blue chip accounts including Toyota and Motorola.
Joseph Pirrie
Outside of work I enjoy travelling wherever and whenever I can. In the past four years Ive managed to visit over 22 countries across Europe, Asia and the Americas. Friends would consider me a bit of a social animal - I enjoy entertaining, cooking and nights out. I have a terrible singing voice and an alarming collection of drunken anecdotes, which Ill readily share given a few pints.
2.
Fundraising
With the help of Proximitys digital team I also created an online pledge site for people to make donations, write a note of support and track my success. As existing online giving sites (such as Just Giving and Virgin Money) only allow you to fundraise for UK registered charities, we had to start from scratch, using PayPal as a mechanism for payment.
I was also very lucky to have some of my colleagues organise a Brazil wine tasting evening in the Bar with Eric the Vineking. 50 people donated to attend the event, tasting a number of delicious wines from across Brazil. Each wine in the tasting was also available for purchase after the event at reduced price, with proceeds going to TIE. Thanks so much to Natalie, Sarah and Ben for organising a great event!
Challenge Pirrie
I may have lived to regret it, but I decided a funny way to raise some money would be to let people 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. For anyone who knows me well, this is by no means an easy challenge. In fact, once it was over I swore 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 responses and put out to vote. There were many weird and wonderful suggestions, but the two that eventually 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 cant say that I really enjoyed any of these challenges at all, but they certainly got people interested in my campaign, talking about my project and donating.
3.
Portuguese Lessons
Before I left the UK I wanted to make sure that I at least new the basics of Portuguese so that I could make some attempt to communicate in the local tongue. It was a challenge, especially considering I had never learnt another language before, but Im so glad I did as it made a huge difference to my experience in Brazil. I had 2 months of Portuguese lessons with a fantastic teacher, Fernando Britto, who I cannot thank enough for his patience and guidance!
Another indispensible investment was my Lonely Planet phase book and Portuguese dictionary it helped me out on so many occasions, especially during dinnertime conversations with host family who spoke no English.
Fernando
Training
TIE organise two training days in the lead up to your placement, the first of which is held in London and the second on the first day of work in Brazil. The UK training was implemented by UK development professional, Evelyn Jarrold who has spent over 20 years working across the globe in the world of development. The day was held with three upcoming TIE participants, 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 how advertising and communications can be perceived differently in different cultures. In Recife, our first day was spent with the entire team, including Espao da Criana, A!, TIE and me. Rachael, a UK expat working on numerous development projects in Recife ran the training, which focused on defining our brief, coming together as a team and realising the volume of work that needed to happen in just one month! Both days were critical in providing me the awareness and knowledge to hit the ground running in Brazil.
Rachael
Recife
My project was based in Recife, Brazils fourth largest city. Recife is located in the on the North-east coast of Brazil in the state called Pernambuco. Although Recife is a highly developed city of great wealth, by both regional and national standards, it is laden with a huge social gap that has been widening over the years. A large portion of its population has no access to vital services such as healthcare, schooling and housing, nor to indispensable facilities such as sewage and running water.
Other major cities throughout Brazil share the same problem and still struggle to address it, in spite of the countrys prodigious economic growth in recent years.
It is home to some of the largest favelas in the country and is considered the third most violent city in Brazil, behind Sao Paulo and Rio. Recife also has the largest number of NGOs and related associations outside in Rio.
5. Background
This lack of social coverage and opportunities leads to a widespread degradation of livelihood and social wellbeing. Recife is already an unsafe environment (it scores a grim 4th national position in number of murders among young people), and the community around Espao da Criana registers 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 are helpless in face of violence, social exclusion, poverty and family disorders.
Perhaps most disturbing was that I was told many of the parents are physically abusive with the children. Discipline is given in the form of violence. My charity is reluctant to contact the parents if they really misbehave at school as the parents will say I know how to deal with this and the next day the child will arrive covered in cuts and bruises.
Communications objectives
Local residents and smaller businesses Prove relevance and raise awareness of the importance of Espao da Crianas 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 Espao da Crianas work Communicate a deeper understanding of Espao da Crianas work and its importance to the community Provide ways to get involved
7. Research
Research is critical
I cant stress enough how important doing my research was when I got to Recife. Although we had two days training before the start of the placement, its not until you are living and working in 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, youve been looking at the written proposal for months before you get there). However, things just dont work the same ways as they do in the UK and you need to understand and appreciate what works and what doesnt in their marketing climate. In the absence of time, budget or resource to conduct large scale research, it was up to me to gather as much information as possible and quickly. The trick was to talk to anyone and everyone. Try and get as many different points of view as possible (often the most insightful insights come from a difference in opinion). Even a seemingly random chat with someone can turn 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 the background section and later strategy slides of this case study), and my campaign truly benefited from the time invested.
8. Communications strategy
Pre-contemplation Not yet acknowledging that there is a behaviour/attitude that needs to change
Contemplation Acknowledging the problem but not yet read or sure of wanting to change Preparation/Determination getting ready to change Action/Willpower changing behaviour Maintenance maintaining the behaviour change Relapse returning to old behaviours, abandoning new ones
Preparation Relapse Action Maintenance
Contemplation
Pre-contemplation
Creative approach
Taking into account our strategy, I aimed to target our audiences using a mix of face-to-face, direct, broadcast and 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 wouldnt be right to go in with a rights approach. To combat negativity with confronting messaging, such as children have the right to basic needs such as food and education, may only alienate an already negative audience even further.
A much more positive approach was needed, appealing to peoples emotions without making them feel bad. I wanted the creative to be optimistic, appealing to peoples emotions surrounding being a child and having fun, while also demonstrating the importance of Espao da Crianas daily work.
One of the fundamental truths that had really struck me during my time at the charity, was that they provided children with a safe place to just be kids. If you consider the reality of their lives at home; including living in complete poverty and exposure to disease, abuse, crime and drug dependency - Espao da Criana 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 the target audience would have fond memories of what childhood means to them. I hoped that by positioning Espao da Criana in this way, people would realise that children, no matter where theyre from, are just children and that all children deserve the chance to enjoy childhood. And so our creative proposition was born: Espao da Criana gives children in the local community an opportunity to a childhood
To raise awareness and support for the indispensible charitable work Espao da Criana do
residents and businesses in Espao da Crianas local area either dont know that Espao da Criana exists or are hostile towards them being there recognise the importance of the charities work and ultimately begin to support them showing them that Espao da Criana gives children in the 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 media and face-to-face.
Newspaper advertising
Communication: Newspaper advertising aimed to raise broad awareness of Espao da Crianas work, as well as provide ways to get more information or donate. The creative was supplied in many sizes and formats to allow maximum use of donated space.
Target audience: Local residents/ businesses and wider community Media: We managed to negotiate significant coverage from three local newspapers free of charge. All three publications, Jornal do Commercio, Diario de Pernambuco and Folha de Pernambuco, agreed to run the ad at least three times weekly (including 1 weekend space) throughout June.
Radio
Communication: A 30 radio spot was designed to raise high level awareness of Espao da Crianas work and provide channels to respond. Radio provided an opportunity to give further context 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 from three local radio outlets. Nova Brazil, Tribuna and CBN stations all agreed to provide daily media space throughout June. This was a massive achievement for the campaign as radio space can be very expensive in Recife.
Elemidia
Communication: Elemidia is a setup of television screens within major office/business buildings throughout Recife. 15 advertising spots are rotated between news and cultural interest pieces throughout the workday. Elemidia offered an excellent way to reach businesses within our target area 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 throughout June in 6 major buildings in the local area: Cervantes, Multmed, Jadan, Pedro, Stamford & Rio Capibaribe. 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 Espao da Crianas work relevant to the community could be by taking their teaching outside into the community. By doing this, they would not only demonstrate the value and relevance of their work, but connect with the community directly. The planning for these projects needs to be carefully considered so as to be grounded in education, making sure it never looks as though the children are working for the community as this has many bad connotations that work directly against the principals of the organisation. The projects could be around special times of year (i.e. singing Christmas carols in offices foyers) or directly relate to learning curriculum (i.e. environmental recycling or planting trees). Seeing as our campaign was launching in June, Sao Joao week was considered as a good time to launch the programme. Sao Joao (Saint John) festival is a large event in Recife, running for a week, which has many associations with Children. Target audience: The immediate community residents, smaller businesses and corporate businesses
DVD
Communication: We produced a short DVD film, which was used as another tool to demonstrate Espao da Crianas relevance and promote their work. The DVD aimed to demonstrate the positive outcomes of the organisations work including: Footage of the children learning, eating and playing at Espao da Criana An interview with a past student showing her success story A message from Espao da Crianas president, explaining why the organisation exists Interview with major donors talking about why they are involved
Target audience: Prospective donors, including larger corporate businesses in the area
Media: The DVD was produced primarily as part of the direct mail pack explained on the next slide, but was also used across other digital media, including: website, YouTube channel & Facebook page
Social Media
Communications: Espao da Criana had already formed a YouTube channel and also voiced interest in creating a Facebook group. We helped transform their existing YouTube channel into a branded page, with further information and contact details. We also created a Facebook page for the charity and populated with relevant information and content. Target audience: Existing supporters and future prospects Media: At first I was reluctant to venture into social media with Espao da Criana due to their limited digital expertise, however they really wanted it so who am I to say no! It was important that we educated them on the importance of maintaining the sites, updating with new content and engaging in conversations with people. Espao da Criana agreed to share this responsibility between three people so that 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 gain wider publicity surrounding our campaign and the TIE program. We decided that it was best to gain media coverage at the same time the campaign was live, to maximise exposure and reach. When I left Recife, A! had agreed the following: TV: 60 second profile of TIE program between Espao da Criana and A! - to air on the Globo station, using the Universitys 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 Espao da Criana project in Jornal do Commercio
Direct communication
Community project
Experiential
Social Media
YouTube Facebook
PR & Promotion
TV Press Online
On-going activity
Prosepcts
Be ready to respond to enquiries and build a database of contact information to re-contact people 550 additonal DVD & information packs produced for future contacts. Letter template to be personalised and send to new prospects Use special occasions such as Easter, Christmas, New buliding launch & 20 year anniversary to re-contact prospects & maintain conversation
Future campaign
Prosepcts
Communications brief
Possible second TIE brief to extend, amplify and convert support from initial campaign
11. Budgets
Monitor and update social media channels: As mentioned earlier, constant management and updating of social media channels is key. Espao da Criana agreed to train three people in this area.
Maintain engagement & conversation and start to build support: There were a number of good opportunities to re-contact prospects in 2011 to build relationships and move prospects towards becoming active supporters. These included: New building launch (Aug); 20 year anniversary celebrations (Sep) and Christmas celebrations (Dec).
Engage in conversation
Re-contact audience: New building launch 20 year anniversary Christmas Facebook page & YouTube
Generate Support
Create toolkit of fundraising products and promote these to prospects
Community project Direct mail DVD Social media Ele media Press Bus back Radio
I used a mix of social media channels including a Facebook group, twitter feed and blog to promote my fundraising initiatives, create excitement around the project and document my experiences and learnings while I was there.
The placement was a once in a lifetime opportunity for me, which I benefited from in so many ways. I hope that by involving others in my experience that I was able to share some of these learnings and inspire other people to take part in the TIE program in future years.
What I perhaps didnt consider fully, was the effect my placement would also have on the people I worked with in Brazil. I had always hoped that I would help them in some small way, but considering the inspirational work my charity does every day, I guess I didnt think that my contribution would be tremendously significant to them. I was so pleased to read the feedback in my appraisal, and I think this really shows how the TIE program truly 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
A personal perspective
When I set out on the TIE journey, I hoped that I would gain a lot of confidence in my abilities and my capacity to connect with people far removed from my everyday life. In reality, what I gained was so much more. In no particular 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 isnt all its cracked up to be. Learning a language is one thing, speaking with locals in that tongue is another. When you open yourself up, youll 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. Its not a party unless its still going at sunrise. The best idea can come from the most unlikely place. Brazil and its people are AWESOME go there often.