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My

TIE story 2012

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

Pre departure prepara;on


Pre-departure work

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 extra challenges

30 days & $3,000

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

The Problem Iden;ed

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

Understanding the brand

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

Not to men;on the most interes;ng. Smile Zezinho!

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

Projecto Gente Grande

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 key insights

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

Making sure everybody wins

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

1. Paid Media Generate awareness + Interest

UNDERPINNED BY A BASIC MEDIA STRATEGY

2. Owned Media Deepen knowledge, start dialogue + gain commitment to an interview 3. Earned Media Spread the message

1. Paid media

I was visually inspired by the power and impact of portrait photography

Real People. Real Voices

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

THE CAMPAIGN The Campaign

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

Best of allWe secured all the media space for free

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