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Ewa Kwolek Mazur working for a Brazilian ecological NGO

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Communications campaign delivered by Ewa Kwolek Mazur for a sustainability NGO in Brazil on behalf of Proximity London and TIE. Overview of fundraising prior to departure and final comms assets.

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Ewa Kwolek Mazur working for a Brazilian ecological NGO

  1. 1. TIE & Edificio Ecologico Ewa Kwolek case study Brazil, March 2012
  2. 2. Background October 2011 marked the beginning of my biggest life adventure. I was chosen as a representative of my agency - Proximity London – to work with an NGO in Brazil called Edificio Ecologico… My work was organised by a social enterprise called The International Exchange (TIE). My task was to help develop a communications campaign for EE using my own skills and funds raised in the UK. My work was to be supported by a local agency Arcos Communicaçao who kindly offered their resource and a desk space.
  3. 3. 1. Key players 2. Fundraising 3. Portuguese lessons 4. In Brazil 5. Brief & objectives 6. Social media & website 7. Creative idea & 8. comms plan 9. Budget 10. Measurements & evaluation 11. Objectives of my experience 12. My reflections
  4. 4. 1. Key players
  5. 5. TIE was set up 7 years ago as a social enterprise to “bring together the world of communications and the world of development in order to achieve social change.” Communication professionals are paired with NGO’s across the globe. Philippa White The founder The International Exchange
  6. 6. Edificio Ecologico (The Ecological Building Project) is an NGO based in Recife, Brazil working with residents and business to implement recycling scheme in the region. Its main objectives are to improve the city’s environment and help hundreds of street garbage picker at the same time. Mark Burr The founder Edificio Ecologico
  7. 7. Arcos are an agency partner based in Recife providing creative resource and an office space. The most friendly and devoted crowd you can dream of! Rafa Arcoverde Coordinator Arcos Comunicação
  8. 8. Proximity London is one of the UK’s leading direct and digital marketing agencies. It was founded 20 years ago and today it is part of a global network of 62 offices and over 2,000 people. The main clients include: BBC TV Licensing, Lloyds TBC, VW, Orange, Royal Mail, P&G, Kraft Foods, Johnson and Johnson, RNLI and many others. It’s also a very friendly and fun place to work at. Proximity LondonLou Barber Chairman
  9. 9. I am an Account Director representing Proximity London. I am originally from Poland and I have lived in the UK for last 9 years. I always loved travel, adventure and foreign languages and cultures. And I love cofezinha (as shown on this photo). Ewa
  10. 10. 2. Fundraising
  11. 11. In order to create a communications campaign for Edificio Ecologico I needed to raise funds that would form my marketing budget in Brazil. I decided to propose a ‘Green 191’ idea. I wanted to help an environmental NGO in Brazil so I thought that I could start ‘green changes ‘in the UK at my own agency. Working with everybody at Proximity, I decided to find simple but effective ways of saving energy. The entire ‘green’ savings from electricity bills and paper usage would be passed to support my chosen Brazilian charity. Green savings for 191
  12. 12. Blog With a help of 2 students and a lovely creative from Proximity, a look and feel of my communications channels was created. I started writing my blog using green leaves background and my own logo, spreading the word using my social media and offline channels. My blog became a busy channel with over 3k views by the end of my placement. I gained over £600 via a donate button on my blog.
  13. 13. Internal comms In December 2011, I launched an internal campaign encouraging my colleagues to take simple steps to create savings. I changed printer settings for over a quarter of my colleagues (to print double sided), distributed stickers to remind to switch off PCs and lights and encouraged everybody to walk up the stairs as opposed to using lifts. I gained over £400 due to internal agency savings on paper and electricity.
  14. 14. Eco bags I produced 250 re-usable cotton bags in order to convey the green message (stop using plastic bags, carry cotton bags instead) and sell them to raise the funds. I was selling them to all my friends and colleagues (sending them via post too). I also set up my own stall at a local market. I earned approx. £300 by selling bags.
  15. 15. Wodka bar I tried to raise funds using all available methods. One night I opened a wodka bar (yes, I am Polish) at the agency bar. I made over £115
  16. 16. Walk to work During a cold February week, I asked my colleagues to make savings on their transport costs (and pass savings to me) by walking or cycling to work. As an example, I cycled the entire week and offered all my savings to my fundraising fund. And of course all the savings would be passed to my Brazilian charity. I made over £50 in a week.
  17. 17. Green party and charity auction The finale of my fundraising efforts was a Green party held at the agency combined with a charity auction (and wear green day). I was serving all sorts of drinks: mojitos, caipirinhias and wodka cocktails. At the same time agency talents were auction. I raised over £1500 just from the auction! And the entire bar takings were offered to my charity too!
  18. 18. Thank you! Thank you to all my friends, family and everybody at Proximity for all your help! In total, together we raised £3,216! I wouldn’t have managed to raise so much without you!
  19. 19. 3. Portuguese lessons
  20. 20. One of the requirements of my assignment was to learn basic Portuguese. I was going to be placed with a non English speaking family so it was necessary to get some basics, I love languages so I was very happy to commence my lessons. And I had the best teacher ever – Ferdinando! Every day during my placement , I thanked him for all his help! Muito obrigada Fernando
  21. 21. 4. In Brazil
  22. 22. My Brazilian home To make me see a full picture of the Brazilian society, I was invited to live with a Brazilian family located in a poorer community (they called it an ‘urbanised favela’) called Brasilia Teimosa. Despite my initial reaction, I loved the place and felt comfortable there very quickly.
  23. 23. My Brazilian family I lived with a family of six: Ivanildo and Eidenedine and their son Henrique with his family: Patricia, Henri and 2 month old Artur. I watched TV, discussed politics and football and even star signs – all using my basic Portuguese! Within days I loved them: they were patiently listening to my grammatical mistakes and work stories!
  24. 24. Visit to a catador’s house
  25. 25. Brazilian food
  26. 26. 4. Brief and objectives
  27. 27. Edificio Ecologico has been functioning for last 10 years. Within this period they managed to sign up over 400 residential buildings. What an amazing result! But they needed to expand their portfolio and decided to target business based in Recife. Tough brief – they tried for a while. They needed help. My brief
  28. 28. To establish the ultimate target audience and the message, we spent a week researching business in Recife. We created a questionnaire including 9 open and close questions around: 1. Attitude to recycling (do you do it? , yes or no, why) 2. Factors stopping businesses from recycling 3. Importance of green image 4. Weight between helping the environment and helping catadores 5. Awareness around EE 6. Test of initial messages We managed to get responses from 14 business, including former clients of EE, contractors of Arcos and other businesses either based in the same building as Arcos or friends of friends. Research
  29. 29. 1. Business are aware of their environmental duty. 2. The environment is definitely the main motivator – they are aware of catadores but helping them isn’t their priority. 3. But these guys are busy - they want easy and convenient solutions. 4. Costs of a recycling system might be an issue. 5. The awareness of EE is minimal – Word Of Mouth is a key Research results
  30. 30. Strategy We decided to target medium-sized businesses, mainly office based. This was to test the idea and logistics of working with this new audience. The value proposition evolved around convenience in fulfilling the environmental duty. The local aspect played a crucial role too. “It is simple, it is green, it is local.“ To achieve the objectives, we want to focus on: • Providing tools for EE (updated website, leaflets, folders) • Starting social media presence (Facebook, YouTube)
  31. 31. Where and when will they be the most receptive to our message? WHERE DM, Email, press, internet and social media, folders, leaflets, desk media, PPT Single minded proposition: BY EE – making green savings for better future easy for your business É simples, é verde, é o nosso futuro. Who do we want to get? GET Medium sized business mainly office based, services sector What do they currently think? WHO Are already aware of their green duty but need convenience What do we want them to do? TO Sign up to the EE scheme What could we do? WHAT Easy green steps to better future, illustration of small changes - big future impact on the planet, green certificate leading to better image & success of businesses
  32. 32. 5. Social media & website
  33. 33. Social media Before arriving to Brazil, I wasn’t sure whether social media is the right way forward for Edificio Ecologico. I soon found out thought that Brazilian love Facebook and the internet. Therefore, we decided to open a Facebook page (https://www.facebook.com/EdificioEcologico) and YouTube channel (http://www.youtube.com/edificioecologico), in order to spread the word (as awareness of EE was minimal) and engage with environment enthusiast. I created a strategy and content plan for Facebook and helped Mark (the NGO owner) to learn the social media tricks. We also set up a YouTube channel in order to ‘catch’ anyone interested in the topic and drive them to the EE website.
  34. 34. Website Edificio Ecologico website needed a bit of a refresh in order to add up to date content, social media share buttons and to strengthen the contact us section. We also needed to make the best out of the case studies and testimonials buried in between other less important content. We couldn't afford a full refresh but we needed to strengthen it prior to driving traffic. www.edificioecologico.org.br/
  35. 35. 6.Creative idea & comms campaign
  36. 36. What would rubbish say?- the idea The idea is direct and provocative but personable and fun at the same time. The concept is based on an idea of bringing unpleasant topic such as rubbish to live by giving it voice and personality: ”What would rubbish say?” Cute, little images are combined with an educative message. “Recycling isn’t important for you – recycle this idea, change your mind!”
  37. 37. Comms plan GET READY March – April 2012* GAIN AWARENESS March - May 2012* ANNOUNCE May 2012* CONVERT May 2012 + * Preparing professional materials for EE: leaflets, inserts, pens, letter heads and EE email address Creating new channels: Facebook, YouTube and updating the current site Getting ready via social media training: Facebook and YouTube Build awareness & create reliable and professional picture Launching new channels: WOM, on all new stationary and distribution via friends and current clients Utilising new stationary to gain awareness Facebook page launch Main launch Newspaper article Newsletter mailing with a CTA for a free consultation DM mailing with a CTA for a free consultation Elemidia Face to face meetings with warm leads Concepts and production via Arcos Training Ewa and Mark Social media WOM Media Broadcast campaign to businesses
  38. 38. Comms plan DM and email EE phone number EE refreshed website Free consultation for first xx respondents Sale On going awareness via: desk media, leaflets and inserts, PR, Elemidia On going engagement and social recommendations via Facebook
  39. 39. Comms materials
  40. 40. Offline materials
  41. 41. 7.Measurements
  42. 42. Measurements Raise awareness of EE Increase number of businesses partnering with EE Help improve lives of catadores & help the environment • Conduct awareness research post campaign* • Measure increase in awareness around EE existence • Measure number of business partners gained in 1 year post campaign • Measure number of catadores working with EE
  43. 43. 8. Objectives of my experience
  44. 44. Objectives of my experience Before living the UK, I needed to set objectives of my Brazilian experience. This was to help me focus and achieve all the goals. Personal objectives: My primary personal objective is to gain confidence as an Account director by leading a project completely on my own (working with an unknown client, agency and strategic problem) and by working on all stages including planning. Business objectives: The primary business objective is to offer communications skills from Proximity to an NGO in the developing country as a part of the CSR programme. Social objective: My primary social objective is to contribute to a tangible change within Edificio Ecologico, the society and environment of Recife.
  45. 45. 9.My reflections
  46. 46. Unforgettable experience
  47. 47. Thank you!
  48. 48. Intern As a part of streamlining the way EE operates, we decided to look for a student intern to help with running the NGO. The tasks we had in mind included: • Admin • Leaflet distribution • Cold calling • Database update • Social media content research NGOs operate in a tough world of minimal profit. Hence operations are based on a free time of its founders and all the tasks are usually done in between daily jobs.

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