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A n a d v e n tu re in R e cife

A p ril2 0 1 0
W o rkin g fo r a fa n ta stic
ca u se
•G ru p o R u a s e Pra ça s ( G R P )

•Empowering children & adolescents


living on the streets of Recife
through an educational process of
street learning. 

•Working to stimulate children’s self-


determination, dreams & wishes, to
help them construct a new life. 

•Methodology is reference for public


policies towards children, adolescents
& their families.
Working on a big goal
Objective: “To create a campaign that gives
visibility to the work GRP is doing with street
children and adolescents and that stimulates
donations.”
Working with limited
resources

•Me: Full time


•Inata: 5 students, every afternoon
•Izabela (Inata Teacher): 2 afternoons/week
•GRP: As much as they could manage
•TIE: As support 24/7
•Other students (eg TV & radio teams): available
with sweet-talking!

April 5th – May 5th 2010: Campaign budget: R$2,740 (£1000) –


23 working days, to include 2-day training, 3 evaluations thanks to donations from friends & family!
& separate presentation to local comms industry.
Stage 1: Pre-departure
There was plenty to be done before setting foot on
Brazilian soil: fundraising, training, preparation...
Fundraising

I contacted friends and family, explaining the background to the project,


and set up a simple payment mechanism for them to contribute via Giftshare.com
Pre-departure training
•This excellent one-day training with the inspiring Evelyn Jarrold gave a
brief overview to the development sector, the world of human rights and
tips & advice for how to approach the project – invaluable!
Getting prepared
Given the short time we would have to complete the task, I wanted to prepare a
little, although many people warned me to go in with an open mind and no fixed
ideas. So, I did some initial background reading into the area and the issue, I
got in touch with a previous volunteers at GRP, Shahina & Cliffy, to get their
perspectives and I brushed up on my Portuguese!
But it still felt a pretty
daunting task
You’ve been You
selected ! to hit the groundYou
’ll need might
running ... get mugged...

You’re out of the office for a whole MONTH?! I need to do it all in Portuguese

I need to make an impact... You need to raise at least £100

It’s up to you to pull it all together... I need to get leadership skills...

Before leaving, I was feeling pretty nervous about it all. Excited


at being given such a great opportunity, but anxious that I
shouldn’t waste it. I felt a pile of expectations hanging over me....
Stage 2: Acclimatisation
The first two days involved the team meeting each other, discussing the projects
and our feelings about it, and learning a bit more about development.

One of my initial realisations at this point was that the process would be just
as important as the final output. The experience of learning from each other, in a
way, mattered as much as what we produced. A key factor of development is about
listening to all perspectives and gaining consensus more than being single-minded
to achieve a goal.

We did plenty of discussions about how we were feeling about the project.
Through that, I saw how nervous everyone else was feeling – both Inata students
and GRP participants so I knew it was important that I stayed positive from the
start.
We did lots of group exercises
where we thought about what would
be important to remember
throughout the project, how we
should behave etc.
The project timeline
Week 1 Week 2 Week 3 Week 4 Week 5
(3 days)
•Training •Preparing •Concept •Design &
•Bonding brief development finalise •Final
•Visiting/ •Briefing •Creative pieces of presentation
observing •Brainstorm development campaign •Evaluation
GRP •Thinking of •Explore •Handover
future media costs
projects

We worked on a skeleton framework as part of the training to have a sense of how


to divide our time. We managed to roughly stick to this.
Adapting to my new life:
Beyond work, there was also plenty for me to get my head around – adapting to life with
the family (lots of people, lots of noise, fitting in to their routines), life in Brasilia
Teimosa (bottom left) which was also busy and noisy, getting used to communicating
entirely in Portuguese, no matter how slow or frustrating that was, getting used to the
heat, the pace of life, and the weird and wonderful food!
Stage 3: Preparing the
brief
This was a really exciting part of the project for me, as we got to
spend lots of time with GRP, observing their programmes, going out
onto the streets to meet the kids, into the favelas to meet their
families, and out into the countryside to see the Vida Nova centre
where lots of the work takes place. It was often challenging in terms
of what we saw, but it became so clear that a) GRP is doing something
crucial b) they barely have enough money to keep going.
Getting to know GRP –
the places
The Inata team and I
G e ttin g to know GRP –
th e p e o p le
G e ttin g to
know G R P –
th e
ch ild re n

The Inata students and I spent time


with the kids, just getting to know
some of them, talking to them about
their lives before, and their dreams
and aspirations for the future.
The children are totally
vulnerable
Family difficulties
No security

Risk of drugs
No money

Risk of prostitution
Bad education in schools

Violence

Loss of hope: Solitude Loss of self-esteem

“If this is a school, I don’t want to go “I don’t have a dream”


to university” (these were the words of a 12 year
(this was a piece of graffiti on the walls of a youth old boy before he’d started the GRP
correction facility, which are notoriously horrific) process)
But above all, they are just
children

“I want to play footbal for


“I want to buy a motorbike” Barcelona”
Marcio, currently participating in Eurípedes,
the GRP 2 day process currently part of GRP residential
process
Having fun on the Vida Nova
site

We lent our cameras to some of the children while we were there. They went off
photographing us, themselves, each other, the plants and animals of the site. When I got
home, I realised some had even made this little film recording! It was a real reminder to
me that the situation of the streets, not the children themselves, is the thing to despise .
GRP - the facts
As well as visiting in the flesh, we also did an overview of the brand, understanding it’s
history, objectives, work and structure. We went through piles of old reports to find the few
statistics they did have, to help prove their success and spoke to many people within the
organisation to hear their thoughts.

•A non-profit, non-government organisation with 23 years of experience


(founded in 1987)

•A known expert in working with street children and adolescents in


Brazil, with a consistent pedagological approach without shifts or
scandals.

•The mission: ´To educate children and adolescents in the streets and
squares of Recife and to stimulate their desires and dreams. To
promote citizenship and the construction of new lives for a better
future.
GRP’s 4 programmes

Street
education

Political
Family social work
Articulation

Vida Nova
Educational Centre
Street Get to know the history and lives of the children and adolescents through cultural
Education and educational activities in the streets and squares of Recife.
Family Encourage children and adolescents to reintegrate into their families. The families
learn about their rights and are guided towards public services so as to guarantee
Social Work their citizenship.
Rural space where children and adolescents participate in an educational
Vida Nova process with learning workshops (farming, art, music, school) and receive
Educational therapeutic assistance too. 2 day, 5 day, residential and reintegration
Centre processes.
Political Intervene and propose quality public policies and guarantee the rights of
children and adolescents through participation in advisory councils, forums
Articulation and partnerships.
The programmes are
successful
Between 2005 – 2008:
•GRP helped over 1462 children and adolescents on the street
and at the site.
•They helped over 660 families.
•They helped over 489 children and adolescents to get shelter
and return home.

•GRP’s goal is to help 250 children and adolescents a year, and


100 families.

•But to do that they need financial support and a wide range of


donations, from food, cleaning products, clothes, volunteers
and specialist help (e.g. psychologists)
What communications do they do already? Very little. There is occasional
press coverage in local media; they have badges and old leaflets for
events, they have a site & blog and occasionally hold ‘bazaar’ sales to
raise a bit of extra cash, using donated products.

Tone of comms is always purely factual with little appeal for help/emotional
pull.

They have never done an assessment of the effectiveness of any of their


communications.
Our observations about GRP
•Our visits to the children and their families were often very moving and thought-
provoking. We felt these anecdotal observations were just as important as fact-finding
in terms of getting to the heart of the issue.
•One of the most striking things was to see hope emerging in the children who were
further along the GRP process. I met some boys at the start who had nothing to say, no
dreams for the future, a strong sense of futility. The kids on the site were full of
energy, life and thoughts about what they would do next. We wanted to capture this
positivity in the work we created, as we felt this was at the core of the brand.
•The other key observation was that every little helps. Beyond simply money, people can
donate a bag of rice, a bar of soap, some pencils, anything will help. This seemed to
mirror the fact that the issue of street children is essentially society’s problem.
As one member of GRP so aptly said: ‘ there is no one person to blame , but
there are plenty of victims ’. We started to think that maybe there could be lots
of saviours too.
Key insights from brand
work
• GRP is an institution worthy of
respect – it has unsung
authority in this area.
• The work GRP centres around
positivity and a bright view of the
future.
• Attitudes of the children and
their families
• Educational processes
• Attitude of staff
• The core belief is about empowering
the young people to build a better
life for themselves.

T h e ta rg e t a u d ie n ce
K e y a u d ie n ce s
Child
ren Universiti
es Individuals
Famili
(Brazil)
es
Other
NGO Individuals
s (internatio
nal)
Local
communities
Gover
nment
Private
Sector Middle Class
people of Recife

= good relationship
= some relationship but could be grown
= no current relationship, communication priority

We analysed GRP’s audiences to identify priority targets. They have good relations with those directly
involved in the issue, but more distant audiences, eg those from more affluent backgrounds/business etc had
not been involved despite being able to potentially help a lot. Given the need for funds, this was therefore the
priority area.
Longer term we gave some advice on making use of broader audiences, e.g. International donations from
individuals and throughout the rest of Brazil.
B ra zils
’ m id d le cla ss

This is the largest part of the


population, and could significantly
contribute towards the NGO. Currently
represents 52% of Brazil’s population.
Pen Portrait 1
We created two pen portraits as sense-checks during brainstorming, to make the audience feel
more real, and to keep in mind the diversity within the target. We also did it to help us think
about when the target would be most open to contact.

Mirela, 20 years old.


•Studies at a private university.
•Has a paid internship in a company.
•Lives with her parents and 2 brothers.
•Goes by bus to university from time to time, but
normally tries to get a lift with friends, as her
parents are using the car.
•She’s busy all day with classes and the
internship, so when the weekend comes, she goes
out to clubs, to the Mall or other lively areas
with her friends.
Pen Portrait #2
Ednaldo, 50 years old.
•He is a civil servant.
•He lives with his wife and their two children
in an apartment in Boa Viagem. They are his
number one priority.
•He travels to work by car. Whenever he can, he
always drops his kids at school. His wife also
has a car.
•When not working, he does household chores with
his wife.
•At the weekend, he likes spending time with his
family, and they try to go out on Sundays for
lunch in a restaurant, or a trip to the cinema
or somthing similar.
Does the target know about
street children?
They are the social group that
is furthest removed from GRP
and the work that it does.

However they see street children


every day – they pass by in their
cars, or on the bus, they are asked
for money, perhaps they have been
assaulted by them in the past – they
are part of the city they live in.

The target knows there is


an ongoing issue with street
children:
– Of an enormous scale.
– Complex issue with many
factors to consider
– No clear or speedy
solution
From conversations with friends and family, we discovered a general sense of the problem being too
large to solve and a general sense that it made people feel very uncomfortable as a topic
Broader consideration
•There is no culture of donation in Brazil: it is not common behaviour,
so people are suspicious about giving their money to unknown
sources.
•Financial systems are not in place to make financial donations easy
either – direct debits and bank transfers all have significant fees
and paypal is not well known yet.
Target Survey
•We used a free online survey tool, www. Surveygizmo.com, to get further insight
into our target audience We used the personal networks of the Inata
students, who were part of the target audience themselves, to disperse this
to friends & family within the city. We got nearly 100 responses.

Key learnings from the survey (respondents were Brazilian, middle class, living
in Recife)
•55% said that ‘family’ was the most important thing in their lives.
•The majority of people voted ‘6’ on a scale of 1-10 in terms of how optimistic they felt
about the future of Brazil.
•85% said they liked Recife.
•The majority of people said that if they could change one thing about Recife it would be
safety.
•When a street child approaches them in the street, the majority of people feel
uncomfortable.
•When asked what they do when asked for money by street children, the answers were fairly
divided, the majority answering that they do not give money but they do apologise
(29%).
•Most people said that they hadn’t ever thought of helping an NGO.

Key Insights from Target
• This topic makes them feel uncomfortable
• They see the negatives of the situation(personal safety, guilt, fear
of assault, beggar children) but not the positives lying beneath
(the personalities of the children, their hopes etc).
• They don’t know how to/don’t think of helping
• They haven’t heard of GRP.
Further inspiration
We also did an analysis of previous campaigns in this category, from a range

of other NGOs or causes that seek to change behaviour. This helped us to


understand what approaches people have used in the past and the
emotional impact they might have on the target.
Many use shock tactics
Some make you think
Some use a lighter touch

Story Wall at Chelsea


Flower Show made by
homeless people
Some encourage action

Projeto Doe Palavras (Project Donate Words): Tweets with


hashtag #doepalavras are shown on screens throughout
Mario Penna Hospital in places where people need support,
eg in chemotherapy units etc. Anyone can send messages of
encouragement.
Amnesty International Poland did letter-writing campaign. To
encourage people to send they put doors on front of
postboxes – as if your letter was landing directly on the
politician’s doormat!

Head & Shoulders POP installation


showing picture of your own hairline
to encourage purchase!
Key insights from comms
review
• Shocking messages have impact but can perpetuate certain
preconceptions.
• It is possible to be thought-provoking using metaphor and
comparison.
• It is possible to use positive imagery and still be memorable.
• We need to make it as easy as possible for people to help.


STAGE 4: THE BRIEFING &

CONCEPT DEVELOPMENT
T h is w a s a ch a lle n g in g p h a se ! In co n tra st to th e w a y th is p ro ce ss
n o rm a lly w o rks, th e re w a s e n d le ss d iscu ssio n a n d co n ve rsa tio n a b o u t
w h a t th e m o st im p o rta n t e le m e n ts o f fo cu s w e re a n d w h a t a p p ro a ch w e
sh o u ld a d o p t. O u r b rie fin g se ssio n la ste d n e a rly 4 h o u rs d e sp ite m y b e st
a tte m p ts to re in it in ! B u t it w a s a n im p o rta n t p ro ce ss, e sp e cia lly fo r th e
G R P te a m to a ctu a lly re fle ct o n h o w th e y w a n te d to b e p e rce ive d vs th e
In a ta te a m a n d m yse lf tryin g to re m in d th a t ce rta in p e rce p tio n s &
p re ju d ice s w o u ld exist a m o n g th e ta rg e t, h o w e ve r u n a p p e a lin g th a t
O u r S tra te g y
• To raise profile of GRP:
• Raise awareness of it:
• Raise trust in it
• To show that GRP represents hope and positivity for individuals and for the
city of Recife

• To empower young people through comms:
• Involving them in process
• Creating positive images that do not reinforce stereotypes & giving them a
voice

• To make it easier for target to get involved:
• Appeal in a non-confrontational way
• Make the problem feel individual and achievable, not complex and
overwhelming.
The summary of the brief
To appeal to the middle classes of Recife in order to:

1. Raise awareness of 2. Give them a different 3. Inform them about


GRP & what it does perspective on street what they can do to
children help

Key outcome: Bring them closer to the issue. Make them feel they can make a difference.

= integrity, authority, action

Tone of communications = personal, positive, welcoming, active

Mandatory:
•Must have a call to action
•Must create positive images of the children
Campaign Structure
We needed to think about the levels of interest of our audience and take them on a journey
of persuasion. We had to be realistic about the fact that most people would see, some may
want to read more and only a few would actually help.

We agreed that the first two were immediately achievable but the latter was more of a long-
term task.

Eye-catching elements to grab people’s


You have my attention attention
E.g. Paid media, social media

I am interested in Elements to provide more detail & gain trust


learning more Ex.:. Website, face-to-face, pamphlets, press
coverage

I want to do
something Define simple & convenient ways that people can help.
THE BRIEFING!
Our concept
• After some brainstorming and creative exploration back at
Inata HQ, we considered a few creative routes, before
jointly agreeing on our final route:

• THE FUTURE
PROGRESS

POTENTIAL CITIZENSHIP
“ You can ’ t change their past , but
you can change their future ”
Show that street children can have a future, that is it possible to
help them, that all is not lost and that they can learn and grow in
life too. They have a role in society and can pursue their dreams.
And people can help to build the future and realise the dreams of
these children through Grupo Ruas e Praças.
Style considerations
• After some discussion, we decided to adopt a cinematic look & feel
to the work.
• Target feels detached from the topic, so we could play with that sense of
distance.
• Cinema is a key part of middle class life (especially in Recife with its
burgeoning film industry, festivals etc
• Allows us to be eye-catching, and use surprise.
• Associations of dreams, fantasies, possibility.
• So we explored the visuals & language of the film world to try and
emulate it in our work.

S TA G E 5 : C R E A T IV E
D E V E LO P M E N T &
P R O D U C T IO N
T h is w a s m a n ic a n d w h e re th e la ck o f tim e re a lly h it u s. W e b a sica lly h a d
a w e e k to m a ke e ve ryth in g ! B u t so m e h o w w e p u lle d it to g e th e r.

We made use of some of the other departments at Aeso, to use free TV and
radio recording equipment and expertise, plus editing software, a voice-
over artist and film crew, which helped us enormously!
Deciding on the campaign
pieces
• We only had R$2,740 to work with, so we couldn’t be overly
ambitious in terms of what we created.
• We measured what we wanted to do against our key objectives:
• Raise profile of GRP
• Empower the young people
• Make it easy for target to get involved.
• We also knew we had to be as clever with media as possible. We
set about contacting media/print companies to see what deals
we could negotiate.
Our creative tasks
Element Why Cost
Redesign logo Raise profile/credibility of GRP Free

Posters Raise awareness/eye-catching Print costs.


Involve young people Likely can ask people to place in
Pamphlets More detail on GRP to gain trust Print costs.
restaurants/cafes/faculties for free.

Short film for Youtube Raise awareness Free (place on Youtube)


Involve young people
Radio clip Raise awareness
Provide detail onon GRP
GRP Free to make.
Need to negotiate free/reduced slot.
Social media Raise awareness Free.Use personal networks/university
contacts to add weight to campaign –
Press Release Use contacts to raise awareness & Free -
forwarding film on to friends etc. Film also
provide detail on GRP asks people to forward it on to their friends.
D e cid in g h o w to u se th e
b u d g e t: R $ 2 7 4 0
•W e d id q u ite e xte n sive exp lo ra tio n o f m e d ia
o p tio n s, u sin g co n ta cts a n d co ld -ca llin g .
W e m a n a g e d to g e t sig n ifica n t re d u ctio n s
to h e lp th e b u d g e t g o fu rth e r.

•W e w a n te d to u se a p ro fe ssio n a l
p h o to g ra p h e r to e n su re q u a lity im a g e s fo r
th e co lla te ra l. W e u se d a frie n d o f a frie n d
a n d n e g o tia te d h a rd fo r a re d u ce d ra te :
Fo tó g ra fo : R $ 5 7 , 2 0

•Posters: 3,000 posters, 30x42cm, 4 colour
printing, high quality paper: R$870

•Leaflets: 4000 leaflets, 20x21cm open (10x21
closed), 4/4 colour printing, high quality
paper, 1 fold: R$930

•Remaining: R$ 882 (to be used at later date)
• This can either be used to
print more of above
elements
• Alternatively use other
media: Backbus wrap R$400
for a month, small street
sign R$150 for a month
• Explore radio spot costs etc
• Consider repainting GRP
A new logo

We wanted to maintain the essence of the logo (it had been created by GRP themselves & people
working for and with them knew it well) but wanted to give it a more professional air of authority to help
them with future fundraising.
We also included the name of the NGO and their slogan since these were sometimes absent from the
logo. (NB: Slogan underneath means ‘restoring citizenship’)
We also changed the direction of the road so that it reflected our concept of the future – the children are
heading forward towards a brighter place.
This logo will be used on all future comms, on their staff uniforms (which are currently being reprinted)
and on all brand properties.
Radio
We’d hired the university recording studio plus we found a volunteer voice-over
student with some experience. We needed a VO for the film, but we also used
the opportunity to record a quick radio clip, for future use if more comms budget
arose (as client had advised it may do in following months).

‘Many people live on the streets without protection but with many dreams. Grupo
Ruas e Pracas works to help young children and adolescents on the streets.
Help GRP to give this story a happy ending. Make donations, rescue lives.
Grupo Ruas e Pracas, restoring citizenship (+ phone + URL)
Poster

Reads: The rescue of a life.

(Above: He only needed a chance to change


his story).

Below (This story is not based on real facts,


it is real. Grupo Ruas e Pracas restores
citizenship to children and adolescents living
on the streets.
Help to create a happy ending for many
more stories.
Give money, clothing, food and support.
Watch our film on Youtube by searching
‘Grupo Ruas e Pracas’
Leaflet (front cover)

The rescue of a life. He only needed a chance to change his story.


Access on YouTube, ‘Grupo Ruas e Pracas’


NB: Man featured is Luan, who passed through the GRP process and now has a

home, wife and family.


Leaflet (inside pages)
• Leading text reads:
• Join us, it’s the time to do
something for street children
& adolescents. The situation
can change. Get involved!
• The NGO GRP has existed for 23
years, and we have
developed activity of social
reintegration for street
children & adolescents. In
the last 3 years, we have
helped restore the
citizenship of 1,462 young
people in Recife and around
a third of those returned to
their families or found
shelter. There are still many
young people on the streets,
hungry and vulnerable and
dreaming of a more dignified
and stable life. We need
your help to make this
happen, by donations of
money, objects, food,
Images are 2 children who passed through process and now have homes, jobs,clothing
families +orRosilene
even from GRP
volunteering. The future of
Leaflet (back cover)

Intro text reads: ‘I am going to change the


future now and restore citizenship to


street children’
Film e
• Overview: Film is approx 2 minutes long, using a combination of video,
photos, voice over and music. The start of the film is more dramatic, to
echo the tone of the campaign and feel filmic. Then the film transforms
into more of a documentary with interviews of key people and positive
testimonials as well as information about GRP. The film end with calls to
action and an appeal to pass the film on to others to spread the word.

• We gathered ex-GRP participants, ‘success stories’ from the process, to
use as real evidence that the process works and the slogan is true –
lives and dreams really are restored.

• We also interviewed key staff members themselves and a supporting
lawyer who has worked with them previously to add credibility and
authority to the organisation.

THE MAKING OF...
FILM
The film was a rough cut when I left, but the team were completing

the final edits and the link will be added here when complete.

I will also add translations, once the film is finalised.



Press Release
Translation:

‘Grupo Ruas e Pracas is an NGO whose main goal is to educate vulnerable


street children and adolescents The NGO uses arts and culture to help
build citizenship, helping the children create new activity in their life for a
better future. Currently there are 4 areas of activity in the NGO: street
education, socio-familial work, the Vida Nova education centre and political
articulation.
During the month of April, Inata, experimental advertising agency of AESO-

Barros Melo University, together with the social enterprise TIE and UK
communications professional Micha Colombo, created a communication
plan for GRP. This project was carried out to demonstrate the role of the
NGO in society and to encourage people to help, because the future of
these children depends on us and our willingness to help them.
A campaign is being launched by GRP to show that these children can have a

future, that they just need to be given a chance. It includes interviews with
people who were street children and who now have stable lives, thanks to
GRP.
GRP needs people to give what they can, be that money, clothing, food or

other items. For more details, visit our site www.ruasepracas.org. For those
wishing to learn more, you can also watch our video on YouTube by
MY PRESENTATION
During the project, I also gave a presentation to the university

students and the local communications industry. I set myself the


challenge of doing it all in Portuguese, and I managed it! It was a
useful lesson in how you can actually simplify most things into
ordinary language and that jargon often gets in the way of what
you’re trying to say.
S ta g e 6 : M a kin g it
su sta in a b le
It w a s fru stra tin g n o t b e in g a b le to h a n d e ve rth in g o ve r 1 0 0 % co m p le te d
– time eventually got the better of us . So in lieu of more time , I did my
b e st to firstly p u ll to g e th e r a n a ctio n p la n fo r th e re m a in d e r o f th e
ca m p a ig n re q u ire m e n ts to h e lp th e re m a in in g te a m p u llit to g e th e r. It
w a s cru cia l th a t th e w o rk d id n ’ t d ie sim p ly b e ca u se I w a s n o lo n g e r th e re
to p u sh it fo rw a rd . I re a lly w a n te d to m a ke th e im p a ct su sta in a b le a n d to
e n co u ra g e th e o th e rs to ta ke o ve r th e a ctivity w ith o u t it fe e lin g d a u n tin g .

In addition, I had been working in parallel throughout the placement on a


‘communications toolkit’ – this was essentially a separate consultancy
project detailing suggestions to improve process, creating useful
documents and suggesting future areas to work on.
Finishing the campaign – my
handover action plan
03 - 07 / 05 / 10 10 - 15 / 05 / 10
Finalise all artwork, approve press Print all posters & leaflets
release, email, blog post about campaign
Place final edit of film onto Youtube Use remaining budget to buy more media

Goal 1: All materials finished, approved and printed by 15/05/2010

16 - 20 / 05 / 10 23 - 27 / 05 / 10
Give posters to restaurants, bars, shops,
independent cinemas/theatres near All team members send Youtube link to
GRP/appropriate to target + send to friends & family
contacts in local unis Send tweets about campaign launch
Create facebook page & all facebook
Give leaflets to partners & try and place members add link to profile
in local restaurants (with bill)
Send press release to all media contacts +
link to film (and send to list of local
bloggers too)

Goal 2: Launch campaign: 27/05/2010


Communications Toolkit
I created this pack to help GRP continue comms work into the future. It

contained:
• Communications overview including: role of comms, objectives, audiences,
assets, evaluation techniques & criteria
• Projects for the future, with advice on how to get started:
• Rolling out the new brand
• Content creation
• Facilitating individual donation (including Paypal)
• Building local partnerships with restaurants & supermarkets
• Pitching to the private sector for funding
• Creating an evaluation process for all comms activity

• A list of useful documents:


• Pitch document summarising GRP for events, media, partners, private sector (in English
& Portuguese)
• Detalied briefing on GRP to help future volunteers, TIE people etc (in English &
portuguese)
• Details of case study of recent child in Caruaru – basis of key piece of content for site
• List of potential local partners & some contact details
• All TIE project presentations, photos, videos, work
S ta g e 7 : E va lu a tio n
It to o k m e q u ite a w h ile to b e a b le to re fle ct ca lm ly o n m y exp e rie n ce in
R e cife . It th re w u p so m a n y ch a lle n g in g th o u g h ts, I w a s te ste d in so
m a n y w a ys th a t fo r d a ys, w e e ks ( p ro b a b ly fo r a lo n g tim e still) m y m in d
w a s ra cin g w ith th o u g h t a n d u n a b le to re a ch cle a r co n clu sio n s.

I completed a massive evaluation form for Philippa that was a braindump of


some initial thoughts, but I still think and realise more things about the
experience, even now I am back in the UK.

And there are lots of things I would like to have done better on the
project!
GOING HOME
M y O w n R e fle ctio n s
•Some of the things I came away with:
• You can overplan. Sometimes it’s best to just wait and see.
• Be empathetic to the needs/motivations of others first and foremost.
• Be positive in the face of it all. See the funny side (otherwise you cry).
• Be clear, specific and directional when allocating tasks.
• Find ways to get work straight out of your system (long runs along the beach at
sunset did the trick I found! Either that or a strong caipirinha).
• Learn how you like to work – I need time to reflect before giving opinions so I
learnt to plan that into schedules.
• Explain things as simply as you possibly can. Jargon stinks, no matter what the
language .
• Be yourself and let others be themselves (I learnt you can’t change someone’s
approach to punctuality, no matter how hard I tried...).
• Be approachable, be organised, be open, be humble.

I honestly can’t say enough how fantastic this experience was. I hope I made an
impact. I know it made a massive impact on me.

What next?
• I am still chasing the teams to just finish off the final tasks in
order for the campaign to launch, we are really nearly there!

Want to know what you can do?


1) Visit their site and donate if you wish. www.ruasepracas.org

2) Tell others about GRP and what they do


3) Go over to Recife and help out – you know you want to....


THE END?