Melissa Parsey's TIE Case Study - WPP, JWT NY, Espaço Da Criança & Aê!

MELISSA PARSEY | TIE CASE STUDY
BEYOND THE FAVELAS
Sunday, January 5, 14
OUR STORY
The Project:
A campaign from the children,

for the children of Recife
On 27th August I landed in Recife, NE Brazil to spend one month working as part
of The International Exchange (TIE) Program.
I was greeted at the airport by Nubia and Rafeal Mesquita, who run Espao da
Criana, an NGO that provides schooling, food and support to the poorest children
from the Coehlos favela in Recife. They also offer support for their mothers, many
of whom are trapped in a cycle of drug abuse and prostitution.
Together, with marketing students from A!, an Agency, part of Universidade
Catolica de Pernambuco, we created a campaign for Espao da Criana.
Our goal was to demonstrate the value

of Espao da Criana and creative
strategic communications.
Espao da Criana was a pillar of support not only for the children, but also their mothers (with 100% fathers absent), and to the broader community;
providing access to health care and food provisions.
But Espao da Crianas International funding had

been cut; Brazil was perceived to be doing too well
We had to plug the gap in funding from overseas with local aid.
Local business didnt understand

why it was their responsibility to step-up and help
Although Espao da Criana is located in the heart of the citys commercial district, many local
shopping centers and businesses didnt know they existed, or had ignored their requests for meetings.
Espao da Crianas value, and that of the

families and community they served were
overlooked in the community.
Brazilians are by nature very compassionate people, but the notion of charity is foreign. Many individuals & enterprises
couldnt see how they had a role to play in helping the children of the favelas.
We had to forge new connections

between Espao da Criana & local
enterprises to support their mission in
the community.
One week before I arrived...
Two children accidentally started a fire amid the wooden structures that 100 families called home, in the Coehlos favela. Local social media
and news stations were ablaze with commentary. Even though there had been many fires in living history, people reacted differently this time
when they saw the plumes of smoke between the high rises.
Highlighting deep cultural tensions in Brazil &

Recife: no one said the way up would hurt so much.
While Recife is the fastest growing city, with aspirations to become the Manhattan of Latin America; the veneer of progress cracked to reveal
deep-seated frustrations with the government, the favelas, and under-realized potential.
Espao da Criana was born from a desire to help

alleviate the suffering of the marginalized, to
strengthen the community
Nubias mother, Abigail Mesquita established the organization in September 1991 after visiting her home city of Recife from Brasilia and
observing the lack of provision for the poorest and most vulnerable.
Where others saw weakness, Espao da

Criana saw potential.
While there were many childrens charities in the area serving the Favelas, what separated Espao da Criana - according to the mothers and
employees we spoke with - was their investment back into the broader community where others saw no hope.
Here, the students of A! learnt to make coxinha a popular Brazilian street food, as part of the mothers training program.
Change Starts Here
While some invest in Recife by building tomorrows skyline, and others in

new entertainment centers and industries; Espao da Criana invested in
Recife through its children.
What unites Espao da Criana and local enterprise in Recife is their belief
in the citys future, and their work to help realize its potential.
THE CAMPAIGN
Ns vemos o potencial do Recife em cada criana.
*We see the potential of Recife in every child.
We brought together two sides of Recife
The campaign was entirely created by the students of

A!, who like the enterprises we targeted: didnt know
Espao da Criana (located only 5 mins away)
existed. Nor had they ever engaged with their
neighbors from the favela before.
Tapping into a unique creative climate
We believed that our campaign should be born from the unique culture that defined the city.
We drew inspiration from the city
From carnival, to the unique graphic and illustration arts of the city; the students drew on their roots to create their very first campaign.
And made the kids our focus
And learned that working with children wasnt always the easiest task, especially on a photo shoot!
A consolidated media landscape,

with no media support
We looked in depth at the communications landscape; mapped target-journeys, and identified

opportunities for our campaign, with no media support.
We honed in on local enterprises
We looked at flows of traffic, where people ate lunch (a very important part of Brazilian life), and
where best we could reach individuals and organizations in the commercial area of Boa Vista, Recife.
Ol!,
Somos%o%Espao%da%Criana%e%
h%22%anos%ajudamos%a%
promover%mudanas%
positivas%nas%vidas%das%
crianas%e%famlias%carentes%
do%Recife,%como%parte%de%
uma%misso%para%construir%
uma%comunidade%mais%forte.%%
Acreditamos,que,
mudanas,comeam,aqui.,
And pitched our campaign to them
We kicked off the campaign on National Kids Day
We re-skinned our Facebook page, updated the website UI and created a social media editorial
calendar to support the roll-out and communications.
Creating more traditional media to sell-in our work and to utilize free media provided to us.
We created opportunities for the community

to participate
Our goal was to drive participation: getting people in and around Boa Vista to engage with Espao da Criana; their mission, and
drive them to the organizations social channels to learn more about what they do for the community.
With interactive installations at high-traffic areas in

shopping centers & cultural landmarks
Shopping Centers in the area opened their doors to us, and we set up installations at cultural landmarks in the city. The students
made this into a film for social channels: http://www.youtube.com/watch?v=YXtdsXP9TqI&feature=youtu.be
We also created assets that we pitched successfully to popular lunch-spots in Boa Vista.
Partnering with popular local restaurants in the

Boa Vista area
We created more ways to drive participation and engagement with our social channels.
We even created a new revenue opportunity
With many private school students in the local area we worked with lawyers at the University & accountants who offered their time pro
bono to create the 1-Para-1 Program; where parents could opt-in to paying 1 Real (approx. $0.42) on every terms school-fee to a
student at Espao da Criana. The students at A! created a logo, and visual system as part of the campaign.
We marketed the program to English schools, and at the largest English-teacher conference in the region on Kids Day
With bigger ambitions for what

we could achieve
We have more ideas that we hope to roll-out beyond the TIE Program...
A symbol for the community
Beyond the TIE placement A! have grand plans for further activations that will demonstrate Espao da Crianas value to the community.
RESULTS
The largest English school in the region is

launching the 1-Para-1 Program & has
pledged their long-term support
Companies have donated free media space in

high-traffic areas
We forged new relations with one of the largest

construction companies in the region
They featured the

campaign in their
internal press and have
pledged ongoing
support through
internal fundraising
drives & partnerships.
Organically growing our Facebook community x 6
Espao da Criana now has an identity in the

community
Employees from Mondalez and Rio Ave Construction participating in new initiatives with Espao da Criana.
It tested my leadership abilities
Leading a team of 10 students with little or no

experience, with different English comprehension
levels; but full of energy and ambition!
And teaching skills

We had to start from scratch: from planning, to creative, to production...
Providing a rare view into the fastest growing

market and city in Latin America
I went off-the-beaten path to observe the burgeoning market from the inside-out.
But most importantly it was about the human impact
The students of Espao da Criana and A! formed a special connection and gained a new perspective on what they are capable of achieving, together.
And reaffirming Espao da Crianas belief that

the children of Recife can achieve as much as we
believe is possible
For children who are often condemned to a cycle of abuse, we demonstrated that they are worth so much more, as part of building a stronger community.
Maybe we havent realized yet but we

already made a big difference in these
kids lives... It is one of the best
learning opportunities Ive ever had. I
just wanted to say thank you to
everyone whos been a part of this,
and made this possible.
Rafaela, student at Ae!
For the students it was a steep learning curve, but has shown just how valuable communications can be: to them, and to their community.
Thank you, for all your support.
Learn more:
Beyondthefavellas.wordpress.com
espacodacrianca.org.br
facebook.com/espacodacrianca.arh
theinternationalexchange.co.uk/

Melissa Parsey's TIE Case Study - WPP, JWT NY, Espaço Da Criança & Aê!

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MELISSA PARSEY | TIE CASE STUDY

BEYOND THE FAVELAS

A campaign from the children,

Our goal was to demonstrate the value

But Espao da Crianas International funding had

Local business didnt understand

Espao da Crianas value, and that of the

We had to forge new connections

One week before I arrived...

Highlighting deep cultural tensions in Brazil &

Espao da Criana was born from a desire to help

Where others saw weakness, Espao da

Change Starts Here

While some invest in Recife by building tomorrows skyline, and others in

Ns vemos o potencial do Recife em cada criana.

*We see the potential of Recife in every child.

We brought together two sides of Recife

The campaign was entirely created by the students of

Tapping into a unique creative climate

We drew inspiration from the city

And made the kids our focus

A consolidated media landscape,

We looked in depth at the communications landscape; mapped target-journeys, and identified

We honed in on local enterprises

We kicked off the campaign on National Kids Day

We created opportunities for the community

With interactive installations at high-traffic areas in

Partnering with popular local restaurants in the

We even created a new revenue opportunity

With bigger ambitions for what

A symbol for the community

The largest English school in the region is

Companies have donated free media space in

We forged new relations with one of the largest

They featured the

Organically growing our Facebook community x 6

Espao da Criana now has an identity in the

It tested my leadership abilities

Leading a team of 10 students with little or no

And teaching skills

Providing a rare view into the fastest growing

But most importantly it was about the human impact

And reaffirming Espao da Crianas belief that

Maybe we havent realized yet but we

Thank you, for all your support.

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