Professional Documents
Culture Documents
Hi there, Im Dylan. A na;ve Londoner living and working in NYC. Im currently a Planning Director at JWT. When not launching whipped cream avored vodkas (really) I can oNen be found taking photos of interes;ng people in the city, buying overpriced mid- century furniture in a Brooklyn ea market or just drinking coee in a caf. This is my TIE story. @dylanviner
Why TIE?
For me, it was a desire to use our ability to crea;vely solve the problems of corpora;ons to help those doing good in the world
My big inspira;on was my sister Amber, who was adopted as a baby from Bogota, Colombia Last year we visited the incredibly poor community she came from- it was the rst ;me she had returned to Colombia I wanted to help children born into similarly desperate condi;ons
A blog to ar;culate why I was embarking on this journey and to solicit help in the form of dona;ons (thanks guys) Intense Portuguese lessons made for some late nights but were totally worth it in the end. How else would I have ordered a beer
The NGO
O Pequeno Nazareno ght for the basic human rights of homeless children in Recife, helping to rehabilitate them at their retreat so that they can be reintegrated into Brazilian society
Campaign Objec;ves
Raise
awareness
of
O
Pequeno
Nazarenos
work
among
local
businesses
and
encourage
them
to
interview
(and
hire)
young
appren;ces
from
the
NGO
The team
This is Melhor Comunicao. Seven hard working and brilliantly talented young BraziliansHopefully the last ;me I will be the oldest member of a crea;ve agency
Work agre
THE STRATEGY
Audience Insights
I used my broken Portuguese to interview business owners from a variety of industries to determine what their percep;ons of homeless children were and to understand the current barriers to hiring them
Companies in Recife have humanitarian goals BUT these are trumped by the desire to protect their business Theyre reluctant to give interviews to the adolescents at OPN because they dont think they have the ability or agtude to posi;vely impact their business
Spending ;me at the NGOs retreat was key to understanding the amazing work they do, and more importantly, to building a rela;onship with the adolescents who were living there
Being
accepted
and
gaining
the
trust
of
the
boys
at
the
NGO
was
incredibly
hard
but
eventually
we
connected
over
a
game
of
football
The
employees
at
the
NGO,
from
the
cook
to
the
groundskeeper,
were
some
of
the
kindest
people
I
have
ever
met
Street
visit
The
most
harrowing
day
of
the
project,
and
perhaps
my
life,
was
visi;ng
some
of
the
boys
families
in
the
favelas.
Heartbreaking.
I
wrote
more
about
it
here-
hkp://bit.ly/GZwO43
Seeing the professionaliza;on course the NGO enrolls all the adolescents in, I was blown away by the boys incredible commitment to gaining the skills necessary to be able to turn their life around
The adolescents at OPN can really make a dierence- They just havent been given the opportunity to prove it When you hire someone from OPN, everybody wins- Not just the adolescent and Brazilian society, but your company as well
CREATIVE WORK
A great reminder to focus on making work that works and not on feeding crea;ve ego
Crea;ve
Idea
The
opportunity
to
prove
it
Whats
holding
the
adolescents
at
OPN
back
is
not
a
lack
of
ability
or
mo;va;on,
but
the
prejudices
of
the
businesses
themselves
These
young
people
have
the
agtude
and
qualica;on
to
shine
All
they
need
is
the
opportunity
to
prove
it
2. Owned Media Deepen knowledge, start dialogue + gain commitment to an interview 3. Earned Media Spread the message
1. Paid media
Having got to know the young men living at the NGO, I wanted to tell their amazing stories and show their faces. Authen;city key. No actors necessary
Me at shoot
Helping to shoot the campaign was really special for me. Launch a campaign in 4 weeks you need to stop being just a planner and start being a generalist. I loved that scrappiness
A photo of Edson at the shoot- a truly amazing young man. It was inspiring to see how much being at a photo shoot, and part of the campaign, meant to him and his friends
A photo that means a lot to me- This is Edson, the day the NGO found him. Homeless, using and possibly selling drugs, caught up in a world of violence. The Edson I got to know was a dierent person en;rely
I HAVE THE ABILITIES. YOU JUST DONT WANT TO SEE THEM. Edson, like all the adolescents on Projecto Gente Grande, has the ability, training and moMvaMon to make a posiMve contribuMon to your business. Now, all he needs is the chance to prove it. Hes ready. Are you?
I HAVE THE ABILITIES. DONT THROW THEM DOWN THE DRAIN Brena, like all the adolescents on Projecto Gente Grande, has the ability, training and moMvaMon to make a posiMve contribuMon to your business. Now, all she needs is the chance to prove it. Shes ready. Are you?
WE HAVE THE ABILITIES. WE JUST NEED THE OPPORTUNITIES. Alexandre, like all the adolescents on Projecto Gente Grande, has the ability, training and moMvaMon to make a posiMve contribuMon to your business. Now, all he needs is the chance to prove it. Hes ready. Are you?
I HAVE THE ABILITIES. AND I WAS ABLE TO SHOW THEM. Many other adolescents also have them. They just need an opportunity. Felipe, like all the adolescents on Projecto Gente Grande, has the ability, training and moMvaMon to make a posiMve contribuMon to your business. The only dierence is that he was given the chance to prove it.
Fishing where the sh are- We secured space in the leading local business magazine
We also u;lized bathrooms of high-end bars and restaurants frequented by local business people. A tailored message appealed for people not to throw these talents down the drain
Space on the back of local busses across the city (none of which look nearly as clean as this mock up) were also used
We
really
hoped
to
place
one
high
impact
billboard
in
the
center
of
the
city
It was beyond my wildest dreams that we would get one for a whole month in one of the most prominent posi;ons in Recife
2. Owned Media
We set up a Facebook page that all communica;ons would drive people to, and trained the NGO sta to be able to use it to start a dialogue
3. Earned Media
Perhaps my favorite idea- We sent locked wooden boxes to prominent journalists across the city. Each asked them to wait for the key
A key was delivered a day later. When opened a pop- up revealed the headline Abili;es. You waited a day to know they existed. Some wait a life;me to show them. Underneath a pack of informa;on was ready to help the journalists to write an ar;cle on the NGO, the campaign and employment law
THE RESULTS
Barely two months aNer we launched the campaign, not only did local businesses give interviews to nearly all the adolescents of working age at the NGO, over twenty (and coun;ng) of them were oered appren;ceships or full ;me employment I couldnt even begin to tell you how proud this makes me
OBRIGADO