The objective was to capture the imagination of contributors and volunteers for the project from the NGO “IHDI” : the Welfare Station Lodging whose objective is to shelter, treat and reintegrate homeless people who literally live on the streets of São Paulo.
We sent a photo to each establishment owner of his storefront showing what it would look like if the project Welfare Station Lodging did not exist. On the photo they could see homeless people. Each owner received a photo of his own establishment, which made the campaign very unique and impactful. Together with the photo, we asked them to collaborate with the NGO so that it could move forward with the Project.
The NGO is located in Ipiranga, a traditional neighborhood in São Paulo, and because of this, the institution ends up by giving assistance to homeless people from the region who go to IHDI’s head office looking for the Welfare Station Lodging. We impacted the owners of these commercial establishments and stores located in Ipiranga showing them the positive results that the project Welfare Station Lodging has brought to the region, transforming Ipiranga in a better place to live in all aspects, more beautiful and at the same time more compassionate, attracting more customers to the region.
Results
Of the 300 people impacted, 190 accepted to make donations for the Project
The average value of donation per individual was R$200,00
We succeeded in raising R$ 38.000,00 = about $20.000,00 USD
Cannes Lion Winner