melissa parsey's tie case study - wpp, jwt ny, espaço da criança & aê!
DESCRIPTION
Before joining the WPP Fellowship Program, Melissa used to teach Philosophy, Ethics & Religious Studies at a secondary school in North Wembley. By having the opportunity to teach a "challenging" Brazilian girl, she was inspired to see that she could be a real catalyst for change in people's lives. This story had everything to do with her applying to TIE to work with Espaço da Criança, in Recife (Brazil).Espaço da Criança works in one of the poorest communities in the city of Recife - one that suffers from crime, drug trafficking and lack of basic services, such as education and public health. Espaço da Criança works to give the children in the community the tools to fight for better conditions with recreational and educational activities.When Melissa arrived in Recife, she was given a challenging task: to raise Espaço da Criança's profile and get corporations in the city to contribute to their work, increasing the organization's sustainability.With a team of students behind her, Melissa was able to find a connection between the city's enterprises and Espaço da Criança: they both believed and invested in the future of the city.Combining the unique colours and cultural aspects of the city, they created a lovely campaign that highlighted their belief in each and every child's potential.If you want to know more and be inspired by Mel's work, grab a cup of coffee and enjoy the read.TRANSCRIPT
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 Espaço da Criança, 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 Aê!, an Agency, part of Universidade Catolica de Pernambuco, we created a campaign for Espaço da Criança.
Sunday, January 5, 14
Our goal was to demonstrate the value of Espaço da Criança and creative
strategic communications.
Sunday, January 5, 14
Espaço da Criança 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.
Sunday, January 5, 14
But Espaço da Criança’s 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.
Sunday, January 5, 14
Local business didn’t understand why it was their responsibility to step-up and help
Although Espaço da Criança is located in the heart of the city’s commercial district, many local shopping centers and businesses didn’t know they existed, or had ignored their requests for meetings.
Sunday, January 5, 14
Espaço da Criança’s 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 couldn’t see how they had a role to play in helping the children of the favelas.
Sunday, January 5, 14
We had to forge new connections between Espaço da Criança & local
enterprises to support their mission in the community.
Sunday, January 5, 14
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.
Sunday, January 5, 14
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.
Sunday, January 5, 14
Espaço da Criança was born from a desire to help alleviate the suffering of the marginalized, to
strengthen the communityNubia’s 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.
Sunday, January 5, 14
Where others saw weakness, Espaço da Criança saw potential.
While there were many children’s charities in the area serving the Favelas, what separated Espaço da Criança - 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 Aê! learnt to make coxinha a popular Brazilian street food, as part of the mothers’ training program.
Sunday, January 5, 14
Change Starts Here
While some invest in Recife by building tomorrow’s skyline, and others in new entertainment centers and industries; Espaço da Criança invested in Recife through its children.
What unites Espaço da Criança and local enterprise in Recife is their belief in the city’s future, and their work to help realize its potential.
Sunday, January 5, 14
Nós vemos o potencial do Recife em cada criança.
*We see the potential of Recife in every child.
Sunday, January 5, 14
We brought together two sides of Recife
The campaign was entirely created by the students of Aê!, who like the enterprises we targeted: didn’t know
Espaço da Criança (located only 5 mins away) existed. Nor had they ever engaged with their
neighbors from the favela before.
Sunday, January 5, 14
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4 of 43
Tapping into a unique creative climate
We believed that our campaign should be born from the unique culture that defined the city.
Sunday, January 5, 14
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Like · · Stop Notifications · Promote · Share1
Caroline Parsey and Potyra Dornelas like this.
3
Other Albums
Videos0 videos
Instagram Photos18 photos
Mobile Uploads71 photos
Summer high.83 photos
Cover photos6 photos
On the fly.1 photo
Hello Kilty58 photos
Cuy & Ecuador66 photos
Summer, Summer, Summertime. Summertime.61 photos
NYC Stuff27 photos
Things that make me happy.130 photos
Summer fun106 photos
NY Pride36 photos
Rad-trip104 photos
Coachella Rock & Others85 photos
General Antics...50 photos
My Friend Map Photos1 photo
Lost & Found in NY3 photos
East side/ West side31 photos
Alex + Marathon NY Weekend55 photos
Summer in Shanghai87 photos
USofA27 photos
TickTockTokyo41 photos
Chasing white rabbits30 photos
Profile pictures4 photos
CNY - Hong Kong, Manila, Palawan & other Stories.67 photos
Xmas/ New Year21 photos
东西74 photos
Red sun78 photos
Roadtrip avec the Jackson and other adventures56 photos
Last Foray in London Town14 photos
Last Foray in London Town45 photos
WHTC Year 11 Leaver's Prom30 photos
Ascot & Boat27 photos
Joshua's Birthday Retreat45 photos
Stuff10 photos
Higginsbottom is old(er)24 photos
Harbut Rd does fancy dress60 photos
VIC-AMYS' Birthday18 photos
Chateau de Touffou15 photos
Sweaty Betties29 photos
Mestival contd8 photos
RKCR9 photos
BallNewYorkCanterburyRomeDrinkRandomHomeInfernos.TheEnd.60 photos
Smvictoria's Big Birthday20 photos
More pictures of the good, the bad and the ugly.42 photos
Edinburgh Marathon16 photos
DOXBRIDGE54 photos
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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.
Sunday, January 5, 14
And made the kids our focus
And learned that working with children wasn’t always the easiest task, especially on a photo shoot!
Sunday, January 5, 14
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.
Sunday, January 5, 14
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.
Sunday, January 5, 14
Somos%o%Espaço%da%Criança%e%há%22%anos%ajudamos%a%promover%mudanças%positivas%nas%vidas%das%crianças%e%famílias%carentes%do%Recife,%como%parte%de%uma%missão%para%construir%uma%comunidade%mais%forte.%%Acreditamos,que,mudanças,começam,aqui.,
Olá!,
And pitched our campaign to them
Sunday, January 5, 14
We kicked off the campaign on National Kid’s 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.
Sunday, January 5, 14
Creating more traditional media to sell-in our work and to utilize free media provided to us.
Sunday, January 5, 14
We created opportunities for the communityto participate
Our goal was to drive participation: getting people in and around Boa Vista to engage with Espaço da Criança; their mission, and drive them to the organization’s social channels to learn more about what they do for the community.
Sunday, January 5, 14
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
Sunday, January 5, 14
We also created assets that we pitched successfully to popular lunch-spots in Boa Vista.
Sunday, January 5, 14
Partnering with popular local restaurants in the Boa Vista area
We created more ways to drive participation and engagement with our social channels.
Sunday, January 5, 14
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 term’s school-fee to a
student at Espaço da Criança. The students at Aê! created a logo, and visual system as part of the campaign.
Sunday, January 5, 14
We marketed the program to English schools, and at the largest English-teacher conference in the region on Kid’s Day
Sunday, January 5, 14
With bigger ambitions for what we could achieve
We have more ideas that we hope to roll-out beyond the TIE Program...
Sunday, January 5, 14
A symbol for the community
Beyond the TIE placement Aê! have grand plans for further activations that will demonstrate Espaço da Criança’s value to the community.
Sunday, January 5, 14
The largest English school in the region is launching the 1-Para-1 Program & has
pledged their long-term support
Sunday, January 5, 14
We forged new relations with one of the largest construction companies in the region
Sunday, January 5, 14
They featured the campaign in their
internal press and have pledged ongoing support through
internal fundraising drives & partnerships.
Sunday, January 5, 14
Espaço da Criança now has an identity in the community
Employees from Mondalez and Rio Ave Construction participating in new initiatives with Espaço da Criança.
Sunday, January 5, 14
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!
Sunday, January 5, 14
And teaching skillsWe had to start from scratch: from planning, to creative, to production...
Sunday, January 5, 14
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.
Sunday, January 5, 14
But most importantly it was about the human impact
The students of Espaço da Criança and Aê! formed a special connection and gained a new perspective on what they are capable of achieving, together.
Sunday, January 5, 14
And reaffirming Espaço da Criança’s 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.
Sunday, January 5, 14
“Maybe we haven’t realized yet but we already made a big difference in these
kid’s lives... It is one of the best learning opportunities I’ve ever had. I
just wanted to say thank you to everyone who’s 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.
Sunday, January 5, 14
Beyondthefavellas.wordpress.comespacodacrianca.org.br
facebook.com/espacodacrianca.arhtheinternationalexchange.co.uk/
Learn more:
Sunday, January 5, 14