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An  adventure  in  Recife

April  2010
Working  for  a  fantastic  cause

‡ Grupo  Ruas  e  Praças  (GRP)

‡ Empowering  children  &  adolescents  living  on  


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

‡ tŽƌŬŝŶŐƚŽƐƚŝŵƵůĂƚĞĐŚŝůĚƌĞŶ͛ƐƐĞůĨ-­‐
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
KďũĞĐƚŝǀĞ͗͞dŽĐƌĞĂƚĞĂĐĂŵƉĂŝŐŶƚŚĂƚŐŝǀĞƐǀŝƐŝďŝůŝƚLJƚŽƚŚĞ
work  GRP  is  doing  with  street  children  and  adolescents  and  
ƚŚĂƚƐƚŝŵƵůĂƚĞƐĚŽŶĂƚŝŽŶƐ͘͟
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  ʹ 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
zŽƵ͛ǀĞďĞĞŶ zŽƵ͛ůůŶĞĞĚƚŽ You  might  get  
selected! hit  the  ground   mugged...
running...

zŽƵ͛ƌĞŽƵƚŽĨ
the  office  for  a   I  need  to  do  
whole   it  all  in  
MONTH?! Portuguese

I  need  to   You  need  to  


make  an   raise  at  least  
impact... £1000...

/ƚ͛ƐƵƉƚŽLJŽƵ I  need  to  get  


to  pull  it  all   leadership  
together... skills...

Before  leaving,  I  was  feeling  pretty  nervous  about  it  all.  Excited  at    being  given  such  
ĂŐƌĞĂƚŽƉƉŽƌƚƵŶŝƚLJ͕ďƵƚĂŶdžŝŽƵƐƚŚĂƚ/ƐŚŽƵůĚŶ͛ƚǁĂƐƚĞŝƚ͘/ĨĞůƚĂƉŝůĞŽĨ
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  ʹ 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  ʹ 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  ʹ the  places
The  Inata  team  and  I
Getting to  know  GRP  ʹ the  people
Getting to  
know  GRP  ʹ
the  children

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

³,IWKLVLVDVFKRRO,GRQ¶WZDQWWRJR ³,GRQ¶WKDYHDGUHDP´
WRXQLYHUVLW\´ (these were the words of a 12 year
(this was a piece of graffiti on the walls of a ROGER\EHIRUHKH¶GVWDUWHGWKH*53
youth correction facility, which are notoriously process)
horrific)
But  above  all,  they  are  just  children

³,ZDQWWRSOD\IRRWEDOIRU
³I want to buy a motorbike´ %DUFHORQD´
Marcio, currently participating in Eurípedes, currently
the GRP 2 day process 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
$VZHOODVYLVLWLQJLQWKHIOHVKZHDOVRGLGDQRYHUYLHZRIWKHEUDQGXQGHUVWDQGLQJLW¶V
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.
'ZW͛ƐϰƉƌŽŐƌĂŵŵĞƐ

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.
Encourage children and adolescents to reintegrate into their families. The families
Family learn about their rights and are guided towards public services so as to guarantee
Social Work their citizenship.
Vida Nova Rural space where children and adolescents participate in an educational
process with learning workshops (farming, art, music, school) and receive
Educational
therapeutic assistance too. 2 day, 5 day, residential and reintegration
Centre
processes.
Intervene and propose quality public policies and guarantee the rights of
Political children and adolescents through participation in advisory councils, forums
Articulation and partnerships.
The  programmes  are  successful
Between  2005  ʹ 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.

‡ 'ZW͛ƐŐŽĂůŝƐƚŽŚĞůƉϮϱϬĐŚŝůĚƌĞŶĂŶĚĂĚŽůĞƐĐĞŶƚƐĂLJĞĂƌ͕ĂŶĚϭϬϬĨĂŵŝůŝĞƐ͘

‡ 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
HYHQWVWKH\KDYHDVLWH EORJDQGRFFDVLRQDOO\KROGµED]DDU¶VDOHVWR
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  
ĐŚŝůĚƌĞŶŝƐĞƐƐĞŶƚŝĂůůLJƐŽĐŝĞƚLJ͛ƐƉƌŽďůĞŵ͘ƐŽŶĞŵĞŵďĞƌŽĨ'ZWƐŽĂƉƚůLJƐĂŝĚ͚͗ƚŚĞƌĞŝƐŶŽŽŶĞƉĞƌƐŽŶƚŽ
ďůĂŵĞ͕ďƵƚƚŚĞƌĞĂƌĞƉůĞŶƚLJŽĨǀŝĐƚŝŵƐ͛͘We  started  to  think  that  maybe  there  could  be  lots  of  saviours  too.  
Key  insights  from  brand  work
‡ GRP  is  an  institution  worthy  of  respect  ʹ 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.  
The  target  audience
Key  audiences
Children
Universities Individuals
Families (Brazil)

Other NGOs
Individuals
(international)
Local communities

Government

Private Sector
Middle Class people of Recife

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

:HDQDO\VHG*53¶VDXGLHQFHVWRLGHQWLI\SULRULW\WDUJHWV7KH\KDYHJRRGUHODWLRQVZLWKWKRVHGLUHFWO\LQYROYHG
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.
ƌĂnjŝů͛ƐŵŝĚĚůĞĐůĂƐƐ

This  is  the  largest  part  of  the  population,  and  could  
significantly  contribute  towards  the  NGO.  Currently  
ƌĞƉƌĞƐĞŶƚƐϱϮйŽĨƌĂnjŝů͛ƐƉŽƉƵůĂƚŝŽŶ͘
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.  


ͻ Studies  at  a  private  university.  
ͻHas  a  paid  internship  in  a  company.  
ͻLives  with  her  parents  and  2  brothers.  
ͻGoes  by  bus  to  university  from  time  to  time,  but  normally  
tries  to  get  a  lift  with  friends,  as  her  parents  are  using  the  car.
ͻ^ŚĞ͛ƐďƵƐLJĂůůĚĂLJǁŝƚŚĐůĂƐƐĞƐĂŶĚƚŚĞŝŶƚĞƌŶƐŚŝƉ͕ƐŽǁŚĞŶ
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.  
ͻ He  is  a  civil  servant.  
ͻHe  lives  with  his  wife  and  their  two  children  in  an  
apartment  in  Boa  Viagem.  They  are  his  number  one  
priority.  
ͻ He  travels  to  work  by  car.  Whenever  he  can,  he  always  
drops  his  kids  at  school.  His  wife  also  has  a  car.  
ͻ When  not  working,  he  does  household  chores  with  his  
wife.  
ͻAt  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  ʹ


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  ʹ 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  ʹ 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)
‡ ϱϱйƐĂŝĚƚŚĂƚ͚ĨĂŵŝůLJ͛ǁĂƐƚŚĞŵŽƐƚŝŵƉŽƌƚĂŶƚƚŚŝŶŐŝŶƚŚĞŝƌůŝǀĞƐ͘
‡ dŚĞŵĂũŽƌŝƚLJŽĨƉĞŽƉůĞǀŽƚĞĚ͚ϲ͛ŽŶĂƐĐĂůĞŽĨϭ-­‐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%).  
‡ DŽƐƚƉĞŽƉůĞƐĂŝĚƚŚĂƚƚŚĞLJŚĂĚŶ͛ƚĞǀĞƌƚŚŽƵŐŚƚŽĨŚĞůƉŝŶŐĂŶE'K͘
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).  
‡ dŚĞLJĚŽŶ͛ƚŬŶŽǁŚŽǁƚŽͬĚŽŶ͛ƚƚŚŝŶŬŽĨŚĞůƉŝŶŐ
‡ dŚĞLJŚĂǀĞŶ͛ƚŚĞĂƌĚŽĨ'ZW͘
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
SROLWLFLDQ¶VGRRUPDW

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
This  was  a  challenging  phase!  In  contrast  to  the  way  this  process  normally  works,  there  was  
endless  discussion  and  conversation  about  what  the  most  important  elements  of  focus  
were  and  what  approach  we  should  adopt.  Our  briefing  session  lasted  nearly  4  hours  
despite  my  best  attempts  to  rein  it  in!  But  it  was  an  important  process,  especially  for  the  
GRP  team  to  actually  reflect  on  how  they  wanted  to  be  perceived  vs  the  Inata  team  and  
myself  trying  to  remind  that  certain  perceptions  &  prejudices  would  exist  among  the  
target,  however  unappealing  that  might  be.  
Our  Strategy
‡ 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-FDWFKLQJHOHPHQWVWRJUDESHRSOH¶V
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
͞zŽƵĐĂŶ͛ƚĐŚĂŶŐĞƚŚĞŝƌƉĂƐƚ͕ďƵƚLJŽƵĐĂŶ
ĐŚĂŶŐĞƚŚĞŝƌĨƵƚƵƌĞ͟

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.  
STAGE  5:  CREATIVE  
DEVELOPMENT  &  PRODUCTION

This  was  manic  and  where  the  lack  of  time  really  hit  us.  We  basically  had  a  week  to  make  
everything!    But  somehow  we  pulled  it  together.  

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  ZΨϮ͕ϳϰϬƚŽǁŽƌŬǁŝƚŚ͕ƐŽǁĞĐŽƵůĚŶ͛ƚďĞŽǀĞƌůLJĂŵďŝƚŝŽƵƐŝŶƚĞƌŵƐŽĨ
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  
restaurants/cafes/faculties for  free.  
Pamphlets More  detail  on  GRP  to  gain  trust Print  costs.  

Short film  for  Youtube Raise awareness Free (place  on  Youtube)
Involve  young  people
Provide  detail  on  GRP
Radio  clip Raise  awareness  on  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  ʹ
forwarding  film  on  to  friends  etc.    Film  
also  asks  people  to  forward  it  on  to  their  
friends.  
Press  Release Use  contacts  to  raise  awareness  &   Free  -­‐
provide  detail  on GRP
Deciding  how  to  use  the  budget:  
R$2740
‡ We  did  quite  extensive  exploration  of  media  
options,  using  contacts  and  cold-­‐calling.  We  
managed  to  get  significant  reductions  to  help  the  
budget  go  further.  

‡ We  wanted  to  use  a  professional  photographer  to  


ensure  quality  images  for  the  collateral.  We  used  a  
friend  of  a  friend  and  negotiated  hard  for  a  reduced  
rate:  Fotógrafo:  R$57,20

‡ 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  minibus,  making  
use  of  front  of  Recife  HQ  etc.  
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
ORJR 1%6ORJDQXQGHUQHDWKPHDQVµUHVWRULQJFLWL]HQVKLS¶
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
:H¶GKLUHGWKHXQLYHUVLW\UHFRUGLQJVWXGLRSOXVZHIRXQGDYROXQWHHUYRLFH-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).

µ0DQ\SHRSOHOLYHRQWKHVWUHHWVZLWKRXWSURWHFWLRQEXWZLWKPDQ\GUHDPV*UXSR
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
µ*UXSR5XDVH3UDFDV¶
Leaflet  (front  cover)

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

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:  
:ŽŝŶƵƐ͕ŝƚ͛ƐƚŚĞƚŝŵĞƚŽĚŽ
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,  
clothing  or  even  volunteering.  The  
future  of  these  children  is  changing  
from  now,  you  just  need  to  act.
+  details  on  4  programmes  of  activity.  
Images are 2 children who passed through process and now have homes, jobs, families + Rosilene from GRP
Leaflet  (back  cover)

/ŶƚƌŽƚĞdžƚƌĞĂĚƐ͚͗/ĂŵŐŽŝŶŐƚŽĐŚĂŶŐĞƚŚĞĨƵƚƵƌĞŶŽǁ
ĂŶĚƌĞƐƚŽƌĞĐŝƚŝnjĞŶƐŚŝƉƚŽƐƚƌĞĞƚĐŚŝůĚƌĞŶ͛
Filme
‡ 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-­‐'ZWƉĂƌƚŝĐŝƉĂŶƚƐ͕͚ƐƵĐĐĞƐƐƐƚŽƌŝĞƐ͛ĨƌŽŵƚŚĞƉƌŽĐĞƐƐ͕ƚŽƵƐĞĂƐƌĞĂůĞǀŝĚĞŶĐĞ
that  the  process  works  and  the  slogan  is  true  ʹ 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:
͚'ƌƵƉŽZƵĂƐĞWƌĂĐĂƐŝƐĂŶE'KǁŚŽƐĞŵĂŝŶŐŽĂůŝƐƚŽĞĚƵĐĂƚĞǀƵůŶĞƌĂďůĞƐƚƌĞĞƚĐŚŝůĚƌĞŶĂŶĚ
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  searching  for  Grupo  Ruas  e  Pracas.  (add  link).  
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  
ƚŚŝŶŐƐŝŶƚŽŽƌĚŝŶĂƌLJůĂŶŐƵĂŐĞĂŶĚƚŚĂƚũĂƌŐŽŶŽĨƚĞŶŐĞƚƐŝŶƚŚĞǁĂLJŽĨǁŚĂƚLJŽƵ͛ƌĞ
trying  to  say.  
Stage  6  :  Making  it  sustainable
It  was  frustrating  not  being  able  to  hand  everthing  over  100%  completed  ʹ time  eventually  
got  the  better  of  us.  So  in  lieu  of  more  time,  I  did  my  best  to  firstly  pull  together  an  action  
plan  for  the  remainder  of  the  campaign  requirements  to  help  the  remaining  team  pull  it  
ƚŽŐĞƚŚĞƌ͘/ƚǁĂƐĐƌƵĐŝĂůƚŚĂƚƚŚĞǁŽƌŬĚŝĚŶ͛ƚĚŝĞƐŝŵƉůLJďĞĐĂƵƐĞ/ǁĂƐŶŽůŽŶŐĞƌƚŚĞƌĞƚŽ
push  it  forward.  I  really  wanted  to  make  the  impact  sustainable  and  to  encourage  the  
others  to  take  over  the  activity  without  it  feeling  daunting.  

In  addition,  I  had  been  working    in  parallel  throughout  the  placement  on  a  
͚ĐŽŵŵƵŶŝĐĂƚŝŽŶƐƚŽŽůŬŝƚ͛ʹ 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  ʹ my  handover  
action  plan
03-­‐07/05/10 10-­‐15/05/10
Finalise  all  artwork,  approve  press  release,  email,   Print  all  posters  &  leaflets
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  friends  &  
GRP/appropriate  to  target  +  send  to   family
contacts  in  local  unis Send  tweets  about  campaign  launch
Create  facebook page  &  all  facebook members  add  
Give  leaflets  to  partners  &  try  and  place  in  local   link  to  profile
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  ʹ basis  of  key  piece  of  content  for  site
‡ List  of  potential  local  partners  &  some  contact  details
‡ All  TIE  project  presentations,  photos,    videos,  work
‡ Survey  results.  
Stage  7:  Evaluation
It  took  me  quite  a  while  to  be  able  to  reflect  calmly  on  my  experience  in  Recife.  It  threw  up  
so  many  challenging  thoughts,  I  was  tested  in  so  many  ways  that  for  days,  weeks  (probably  
for  a  long  time  still)  my  mind  was  racing  with  thought  and  unable  to  reach  clear  
conclusions.  

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
My  Own  Reflections
‡ Some of the things I came away with:
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‡ 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 .
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approach to punctuality, no matter how hard I tried...).
‡ Be approachable, be organised, be open, be humble.

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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  ʹ you  know  you  want  to....
THE END?