alice hooper's tie case study - cpp/arcos/alice/leo burnett

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RECIFE

MARCH 2011



An International Exchange...• Chapter One: In the beginning...

– The Opportunity of a lifetime

– Applying

– So what is TIE?

– TIE & Leo Burnett

• Chapter Two: Pre-departure – Finding the right partners

– Portuguese

– Fundraising

– Development training

• Chapter Three: Recife and Brasilia Teimosa –

Recife – Brasilia Teimosa

– My Family

– Exploring Recife and around

• Chapter Four: The Project – In Country Training

– Week 1: CPP & the street

– Week 2: Arcos, Research, The Brief, The Idea

– Week 3: Pulling it all together – Week 4: The Event, Initial results, Personal Outcomes,

• Chapter Five: A year on: – How you can help

– More information

– In thanks

– Appendix



Chapter one: In the beginning...



The opportunity of a lifetime..

My story started over a year before I landed in Recife on the 3rd of March, 2011. In January 2010, Leo Burnett’s head of

account management- Emily Somers- sent an email to all Account and Board Account Directors at Leo Burnett London.

The email invited us to apply for a TIE placement...for the chance to work with a charity in Recife, North Eastern Brazil.

Using the experience we had in communications, and with the support of a local advertising agency, our objective wouldbe to develop a communications campaign for a small grass-roots NGO.

It took me about 30 seconds to respond. I’m fairly sure I said – “you’re joking right?”

Being given the chance to spend a month doing something truly worthwhile in an amazing and little know part of a

stunning country...it sounded too good to be true!



Applying

The application process had two phases:

First , interested candidates wrote a letter to TIE founder-Philippa White, Leo Burnett’s Talent Strategy Director-Sarah

Baumann, HR director-Rob Varcoe and Head of Account Management-Emily Somers. The letter needed to persuade

the panel that the candidate would be up to the challenge: capable of learning a foreign language, raising enough

money to bring the project to life, and critically to living out of their comfort zone for over a month whilst developinga campaign that would make a difference to the chosen NGO.

My letter did the job, and two weeks later I was invited to give a presentation on the same theme. I talked about my

previous work on pro-bono accounts, various fundraising schemes I’d been involved in over the years, and the fact

that, as my family had moved about continually while I was growing up, I felt I would cope with being relocated to

totally unfamiliar surroundings for a month.



So what is T.I.E?

TIE provides individuals working in the advertising industry the unique opportunity to use and improve their

communications skills, whilst making a real and meaningful difference in the world.

The brainchild of Philippa White, TIE has been going since 2007: 20 “Communications Professionals” have now

helped as many NGOs in Recife to improve their marketing, communications and critically- the awareness of and success of the organisation.

The NGO benefits, the candidate benefits, the local agency benefits, and ultimately- the sponsor Agency

benefits. Candidates return with new leadership skills, greater confidence and a renewed passion for

communications and the role they can play in eliciting change for good.



TIE & Leo Burnett

Leo Burnett have now sent 4 candidates to Recife: Chris Jackson was the first ever TIE candidate in 2007. Ed

Richards followed him in 2009 with Harry Dromey going immediately before me in 2010. By March 2011, it was

my turn: I was the first female-Leo Burnett candidate...much to the concern of our CEO, Andrew Edwards!



Chapter two: Pre Departure



Finding the Right Partners: the NGO

In June 2010, Philippa came to the UK and we met to discuss the perfect NGO partnership for my

placement. Past candidates from Leo Burnett had worked on everything from helping reduce prejudice

surrounding AIDS, to persuading middle class Recifians to recycle.

Having studied psychology at university, I asked if Philippa had any projects that worked in the arena of

mental health. She immediately thought of CPP-whose work with street children in Recife encompassed a

holistic approach to helping the kids. In addition to satisfying their basic needs (food, somewhere to wash,

a roof over their heads), CPP also provides education and psychological support to help to achieve long

term rehabilitation.



Finding the Right Partners: The NGO

Finding CPP made all the difference to my time in Recife. I loved and cared deeply about the project I was

working on. The work can be quite tough; but when you’re working on something that inspires you personally,

it doesn’t feel hard. Instead you’re left with an overwhelming sense of satisfaction derived from working on

something you can be truly passionate about.



Finding the Right Partners: The Agency

Each CP works with a local advertising agency and for my project, I had the privilege of working with Arcos

Comunicação.

ARCOS is one of the biggest advertising agencies in Recife, and works with amongst other clients, Moura

Dubeux (one of the largest construction companies in Brazil) and Folha (the local equivalent of “The Sun”).

Managing partner Carlos Renato had helped Philippa when she was setting up TIE. Carlos had worked with

Penny Brough on a project for Plan before he was promoted to the management team at ARCOS. For our

project Carlos was a very involved Creative Director, overseeing while Zé Guilherme, the Director of Accounts

was my day-to-day partner.



Finding the Right Partners: The Agency

1 week to the day prior to my arrival, Zé ’s wife gave birth to their first child. The fact that this did not detract

from his commitment to the project is huge testament to what a legend he is, and a reflection of the kinds of

place ARCOS is. I was made to feel very welcome, and have no doubt that our project would not have been so

successful if it hadn’t been for the amazing people I met at ARCO. Zé , Lukitto, Izabela, Bertrand, Zé-Luiz,

Camilla and Carlos in particular. Thank you.



Portuguese



Portuguese

• Languages have never been a strength for me, so I

started early-around 6 months before leaving. I hadapproximately 30 hours of lessons with the fantastic

Fernando Britto. If you’re thinking about learning

Portuguese, look this man up.

• The extra investment was well worth it- as was

spending a couple of weeks in and around Recife

before the project started-practicing my Portugueseand getting to grips with local colloquialisms.

• Very few people in Recife speak English, and those

that do are immensely impressed to come across a

“Gringa” who has taken the time to learn their

language.

• Neither the family I was staying with nor my client

spoke any English: it’s pretty exhausting to spend

every waking minute working in a new language and

I’m very grateful for the extra time I had to learn

Portuguese upfront.



Fundraising

• TIE asks you to raise a minimum £1000 which will be used by the NGO to ensure the communicationsdeveloped during the project go live.

• Previous Leo Burnett candidates had set the bar quite high (£4,000-£5,000), and I was keen to start early

raise as much as possible for CPP



Almost entirely thanks to the wonderful people of Leo Burnett we raised a

whopping:

£4,580

Fundraising



Fundraising

• A Pre-Christmas Mulled Wine & Minced Pie evening: £420

• Cake sales every Monday from January to March-an astonishing: £760

• A Brazilian “Street Party”: £1,000

• Golden Ticket Raffle: £250

• Auction: £1,500

• Donations from friends/family: £650

TOTAL: £4,580 = R$12,310.



Festive Fundraising



Brazilian Bake Off



Fundraising Blog



Huge Thanks...

To everyone from Leo Burnett who baked, boozed, bid, and boogied in support CPP.

To MarAzul Capoeira, who put on an amazing performance on the night.

To Sagatiba Cachaça for donating bottles for cocktails on the night

And to everyone at Leo Burnett who so kindly donated holidays, Opera, Football and Rugby

tickets, bespoke suit tailoring and much much more for the auction.

And to all my friends and family for their kind and generous donations

You’re all very wonderful indeed

http://www.facebook.com/photo.php?pid=705580&id=658873804

http://www.facebook.com/photo.php?pid=705580&id=658873804



Development Training

Before setting foot in Recife, TIE organises a day of UK

training to familiarise candidates with the criticalissues surrounding development.

Essentially it’s a guide on how not to blither into the

project assuming you know best (thereby winding

everyone up in the process).

At the training, I met Nazia, who would be in Recife at

the same time as me, and Joseph, who headed out for

Recife immediately after Nazia and I had returned.

Philippa is over on the 25th of April and we’ll all meet

for drinks, along with the other TIE alumni. This is will

be the first of 2012 and the group normally meets up

at least once a year.

A further benefit of TIE is the great and like mindedpeople you get to meet on the journey. I was very

honoured to have been invited to Nazia’s wedding to

Joel on our return-and will remain friends with her as

she returns to Brazil to act as Planning Director of

WPPs “David” in Sao Paulo.

Ch t Th R if



Chapter Three: Recife



Recife

Recife is located in the North Eastern State of Pernambuco and is the 4th largest metropolitan

area in Brazil.

Known as the “Brazilian Venice” for its many

canals (the city exists where the Beberibe river

meets the Capibaribe river and flows into the

Atlantic), the extreme poverty of much of Recife

prevents it from really living up to comparison

with the Veneto capital.

As this picture depicts, it’s a region with extreme

poverty: the wealthiest (the two large high rises

buildings-edificios-in this picture are the most

exclusive in Recife) live right on top of the

poorest (the shacks in the foreground haveneither running water nor electricity.)

M F il



My Family

Every TIE candidate stays with a local family to aid their assimilation into and understanding of the local culture.

Family is hugely important in Brazil.

All 4 Leo Burnett candidates have stayed with Ivanildo and Edinedi in their home in Brasilia Teimosa.

Along with their daughter-Michellini, grandson Henry and the family dog- Vinnie, they made me feel part of their

family-helping me with my faltering Portuguese at the beginning, sharing every meal with me and taking an

interest in my project. After 6 weeks, we all shed a tear as I left for the airport.

IvanildoMichellini, Henry & Edinedi

Vinnie

B ili T i h f h



Brasilia Teimosa: a home from home

Brasilia Teimosa means “Stubborn Brasilia” and denotes the fact that BT started off as a squatters encampment following

Carnival in February 1958 when a group of families moved in. By the 1980s the residents has started a case for their legalright to stay there and by today Brasilia Teimosa is one of the most successful and thriving former Favelas in the region.

Occupying 50 hectares of a flat, triangular peninsular on the shores of the Atlantic Ocean, the people of Brasilia Teimosa

are by no means well-off, but there is an amazing sense of community and pride: whilst living there, everyone knew I was

part of Ivanildo and Edinedi’s family and I felt safe, despite the fact that with my blonde hair, I stood out like a sore thumb.

B ili T i h f h



Brasilia Teimosa: home from home

Brasilia Temiosa is right next to Boa Viagem beach. Fantasticfor morning runs...sadly swimming is only for the brave as

Recife is known for shark attacks, as ever present signposts

remind you.



Exploring Recife and Beyond

• I landed in Recife 10 days before my project was due to start with a view to getting to know a few people,

practicing my Portuguese and getting to grips with Recife before launching into the intense 1 month

project.

• If you’re planning your TIE placement and can get the extra time off work, I highly recommend landing

early: it gave me the chance to acclimatise, practice my Portuguese, to settle in, and to explore in and

around Recife, and to better understand the culture

• The week before my project started coincided with Carnival. So much a part of Brazilian/Recifian culture, I

can’t imagine being able to make sense of the way it dominates agendas and conversations the year round

without having seen it first hand.

• After Carnival I took off to a little island called Fernando de Noronha on the recommendation of my

Brazilian teacher- Fernando. Fantastic for Scuba-Diving-Fernando de Noronha is a UNESCO world heritage

site: the opportunity of seeing sharks, tortoises, sting rays and more is second-to-none.



Chapter 4: the Project



Day One

• The first day on the project was spent meeting and gettingto know one another

• Philippa and Ana-Luiza, Zé Guilherme from ARCOS

Demetrius Demetrio, Daniel and Tatiana from CPP and I

met at CPP’s headquarters on Avinida Sul. Under the

supervision of Rachel (working for TIE), we worked

through a number of “get to know one another” exercises.

• We reviewed CPPs brief: their ambition was to familiarise

the middle classes of Recife with the work of CPP.

• At the end of the day, we agreed our hopes and

aspirations for the project. We all stated that we wanted

to aim high- even though there was only a month, we’d do

whatever we believed was necessary to ensure the people

of Recife became more familiar with the work of CPP, and

ultimately-to raise funds.

Ti i



Timings

• Together (and in Portuguese) we agreed a timing

plan for the project.

• Week 1: would be spent at CPP getting to know

the work of the NGO

• Week 2: I would spend working between ARCOSand CPP, conducting research and developing a

brief for the communications

• Week 3: would be spent entirely at ARCOS

working on creative development and production

of the materials for the campaign

• Week 4: would be spent finalising materials for

the launch of the campaign before my departure

on Friday the 15th of April.



Week one: Getting to know CPP

Wh CPP?



Who are CPP?

CPP- (Comunidade dos Pequenos Profetas)- stands for “Community of the little prophets”.

They are an NGO (known as an ONG-organização não-governamental-in Brazil) working with extremely vulnerable

children and adolescents within Recife and the surrounding areas.

Established by a quite simply amazing man -Demetrius Demetrio when he was only 19 years old, CPP has been

going for more than 28 years.

Demetrius –shocked by the number of street children he found in Recife when his family moved from Brazil’s

capital, Brasília- was compelled to act. He founded CPP to give these children an alternative and a better start in

life.

b i f hi



A brief history...

• With the help of the then Bishop of Olinda (the much loved Helder

Câmara,), Demetrius set up CPP.

• CPP has had a number of accolades on an international scale:

-In 2008 CPP was 1 of only 20 practices in Brazil to win a United

Nations Millennium Development Goal (MDGs), awarded by the

Brazilian Government and the United Nations (UN). 1062

organisations had applied

-The United Nations Development Programme (UNDP) has

nominated CPP as one of the 50 best development practices in

Brazil.

A b i f hi

http://en.wikipedia.org/wiki/H%C3%A9lder_C%C3%A2mara







• CPP have had a history of successful comunications

campaings. In 1992, they ran a highly influential

campaign: “Do not kill my children” which saw these

words spread...silenty and annonymously across the city

walls of Recife.

• The campaign’s aim was to draw the public and the

government’s attention to the killing of children and

adolescents in Recife.

• It gained a huge amount of press attention at the time,

but in the intervening years, awareness of CPP hadwaned.

A brief history...



The Work of CPP: The Street

The vast majority of the children that CPP cares for live permanently on the street.

~ They have no families.~ They are addicted to glue and very often to crack cocaine.

~ They are frequently tortured, and in the worst cases, killed by death squads-

paid to clean up the streets of these “nuisances”.



The Work of CPP: The CASA

CPP has two main locations from

which they serve the street children

of Recife.

In the city centre, they have a house-

the CASA- where children can come

for a shower, breakfast, lessons inart and literacy, then lunch, before

returning to the street.

In the past the house had been open

until 8pm but due to lack of funds,

now has to close at lunchtime. We

wanted to raise enough money to

allow this to happen again.



The Work of CPP: The CASA

As I was to learn, “The Casa” is very

much a half-way house.

Somewhere between the street and

CPPs more comprehensive rehabilitation

programme at The Grange...“The Casa”

can only provide a brief reprise from theharsh reality of the lives these children

lead day-to-day on the street.

At “The Casa”, these realities are

woefully apparent to any visitors. The

children have cuts, scraps, missing teeth

and in the case of one child I met during

my visits, a missing leg- from the

violence they face on Recife’s streets.

Th k f CPP Th G



The work of CPP: The Grange

In addition to The CASA, CPP has a farm 40 km away from Recife city centre. Here, kids who want to recover from their

crack addictions, and those who need to hide from death squads, are invited to spend 10 months being schooled and

cared for.

It is peaceful, respectful environment full of incredibly giving people. It enables the kids to rebuild their lives away

from the madness of the street.



CPP: The Grange

On my first day at the Granja, Demetrius asked

all the kids to sit around in a circle and tell me

their stories.

I understood enough to know that everyone of

them had been addicted to crack, that many had

children of their own who they’d had to give up

in order to come to the Grange and set theirlives back on track.

All of them felt beyond lucky to have been given

the chance to start again through CPP.

They all talked about their time on the street as

if it had been a horrid nightmare, and none of

them seemed to know how they ended up thereor how they’d let themselves get so low.

h d d



The second paradise

The 2 days I spent at the farm were by far and

away the best of my trip- and amongst the

best of my life.

On return I’ve been asked if the project was

hard: if what I had to see was difficult to

stand. Of course the answer was “yes”.

But the hope and joy that I saw in the kids atthe farm, meant my overriding memory of

the experience is extraordinarily positive.

I’ve seen what can be achieved when people

are given a second chance.

When an inspirational individual stands for

what they believe in.

When those who feel life has given up on

them realise, not everyone has.

The kids refer to the farm as the second paradise

h S



The Street

On the Thursday night of the first week, we visited the street, to see the how the kids live when they’re not

being cared for and protected by CPP.



The Street



The Street

Zé-Luiz and Camilla from ARCOS, and I joined Demetrius and Cabasa from CPP

It would have been impossible to visit the streets at night were we not with Demetrius. He is well know by most of

the kids and adults: they’ve grown up with him (as he moved from adolescence to adult, so too did they).

The Street



The Street

As we walked the streets, past many groups of children-street families, sleeping on sordid mattresses- we were

greeted by cries of “Oiy Demetrius” (“Hey Demetrius”). We were treated as friends by most groups, and tolerated by

the harder, more aggressive groups because they knew of the work Demetrius did.

We sat with them, talked and laughed with them. Groups of children living on mattresses which they protected

fiercely. They were thick with grime, mosquitoes, blood, and all the children could look forward to at the end of a

day. It was hardly surprising they chose escapism though drugs: the bottles you can see above are filled with glue.

Children as young as 4 were clinging onto plastic bottles filled with glue, their eyes were all glazed with a far-away,

haunting stare.

The Street



The Street

This is Branca. In her early 30s, years of Glue and Crack addiction had ravaged Branca’s face-she looked like she

was in her late 50s. Branca is clutching onto a bottle of glue. At one point Demetrius tried to take it off her saying

she didn’t need it. She looked panic stricken and he returned it.

CPP: A second paradise a second chance



CPP: A second paradise...a second chance

The week spent at The Casa on Avinida Sul and at The Grange in Igarassu, in contrast to spending time with the

kids on the street revealed 3 key things:

1. The horrors of the street are hard to comprehend, hard to witness and certainly it’s impossible to imagine how

anyone could survive for long in this dog-eat-dog environment where the only way to achieve peace is to turn

to oblivion through drug abuse.2. None of these children had started out wanting to live on the street. They had found themselves there as they

ran from abusive families, followed a drea of living in a big city which had unravelled, or found themselves

unable to support their young families, being only children themselves.

3. Everyone deserves a second chance, and amazing things can and do happen when these children are taken out

of the dire circumstances they had found themselves in.



Week two: ARCOS, Research, The Brief, The Idea



• ARCOS & TIE

ARCOS Th Ag



ARCOS: The Agency

Many of us work in busy advertising agencies. We know how hard it can be to make time for anything else

during our working days.

Zé Guilherme and the team at ARCOS embraced me and the CPP project, making every effort toaccommodate my basic Portuguese, to galvanise the agency behind the project such that creatives, traffic,

production and account handling all contributed to and brought to life what was to become a fantastic event

at the culmination of the project and 3 weeks of work. I’m still astonished today by the quantity of material

that we produced in such a little time and this never would have happened without the dedicated and

compassionate group of people I was privileged to work with.



Izabela and Lukitto

Zé Luiz and Camilla

Zé Guilherme

Bernardo

Carlos Renato

ARCOS: The

Team

ARCOS: Research



ARCOS: Research

In order to find out what the general public in Recife knew about CPP and what they thought about donating

money to street children, we composed and conducted a questionnaire.

We sent it to 150 people. Friends and family of ARCOS and my family in Brasilia Teimosa- Ivanildo and Ediniede.

The results confirmed what we had suspected:

ARCOS: Research



ARCOS: Research

WHAT WE LEARNT

No-one we interviewed had heard of CPP. We knew we had a huge job to do- simply to make the public aware of

CPP’s existence

The local population were disturbed by the high numbers of street children, but had no idea how to help.

Certainly they didn’t believe in giving money to children on the street. They were interested in an local

organisation that helped to reduce the hardship and numbers of children living on the streets of Recife. They

wanted to find out more

The Brief: Our task



The Brief: Our task

• For the last 20 or so years, CPP had invested a great deal of energy in building it’s profile abroad. Due to

Demetrius’ contacts particular, CPP had developed a notable presence and received generous donations fromorganisations in Germany in particular.

• Within Recife however, CPP was little-known. We needed a campaign that would target and familiarise the

local population with the vital work that CPP was conducting on their very doorsteps, with the city’s own

children.

• The campaign needed to gain local media attention and to attract key local figures who could help spread the

word and underline the importance of investing in improving the lives of Recife’s street-children.

• We decided to host an event, to which we would invite journalists, broadcasters, politicians and popular

figures as well as friends and family. Through them, we would spread the word about CPP invaluable work.

The Brief: Our Audience



The Brief: Our Audience

We identified 4 main audiences:

1. The middle classes of Recife: research illustrated that they felt disempowered to help improve the

situation facing street children. We needed to empower them.

2. The companies of Recife: we wanted to secure long-term partnerships for CPP with companies that could

provide significant financial and material support on an ongoing basis.

3. Class C: a large group within Brazil- these individuals’ have a closer understanding of the troubles facing

street children as they live in poorer circumstances and often it ’s their children that end up on the street.

Desk research revealed that this group were more likely to give because they could relate to the poverty

facing these children. The sheer size of the group meant that we couldn't ignore them.

4. Journalists: we wanted to engage them on an ongoing basis so that they would report on the work that

CPP was doing and keep the issue of street children at the front of the public and political agenda.

The Brief: The Communication Challenge



The Brief: The Communication Challenge

“To raise awareness of CPP amongst the middle classes of

Recife”

In more detail we needed to....

GET: Recife’s Middle Class

TO: Gain awareness of the vital work that CPP performs for Recife’s street children, and to

understand how they could help

BY: delivering a positive message of hope, empowering Recifians’ to want to help because

they believed they could make a difference

The Brief: A Positive Message



g

• We knew our message needed to be positive in order to engage and empower our audience

• Research had shown that although the general public of Recife were aware of and distressed by the

problem of Recife’s street children (when prompted), in the absence of knowing how to help, they found it

easier to turn away from the issue.

• Overturning their inertia &/or their preference to turn away from the issues... would not be achieved by

using images of the appalling poverty and hardships faced by the children day to day.

• We wanted the message to come from the heart of what CPP stood for, from the role it played in the

children’s lives. In short, we wanted to celebrate the great work of CPP and to motivate people to become

part of the story of hope and possibility.

A Humankind approach




• To find the positive story to put at the heart of our communications, I looked to Leo Burnett’s

“HumanKind” approach for inspiration

• A HumanKind approach puts “People” and “Purpose”. We look for the purpose a brand (CPP) plays in

peoples lives (in this case both the children and the public in Recife).

• We believe that a brand with purpose can transform how people think, feel and act...

• We needed the people of Recife to think they could make a difference, feel positive about this and be

motivated to act to help CPP to help the children of Recife.





What

behaviours at

are affecting the

brand ?

~The general population

currently suffer

sense of

hopelessness

and impotence

to help thestreet children

of Recife

CONVICTIONBEHAVIOUR PURPOSEPEOPLE

Who do we

most want to

reach ?

~The People of Recife: from

middle class to

Class C,

politicians and

journalist

How can the

brand bring

value to

people’s lives?

~CPP exists tohelp the street

children of

Recife reclaim

their dreams...

What does the

brand

inherently

believe in ?

~That every Child deserves a

second chance

in life

A P rpose



A Purpose

CPP exists to help the street children

of Recife reclaim their dreams

Creative Development:



Creative Development:

With the brief and Purpose in place, and at the end of the second week, Carlos, Zé, Camilla and I briefed

Izabela, Lukitto, and Bernardo.

We explained what we had learnt through spending time with CPP at The Casa, The Grange and during

our night on the street.

Creative Fuel



Creative Fuel

We gave individual stories and macro themes we’d discovered to the creative team, highlighting in

particular that...

• Every child we spoke to at the Granja, and many that we spoke to in the Casa spoke of the renewed focus

they had on their future, thanks to CPP.• Living on the street, without the help, support and love that they found through CPP, these children had

forgotten what it was like to have a dream, a goal, a direction in life.

• At best they were focussing simply on day to day survival. At worst, the horrific reality of their day to day

lives lead them to seek escapism through drugs.

Creative Fuel



Creative Fuel

• Lukitto, Izabela and Bernardo homed in on the idea that these children had all had dreams which they had

forgotten.

• Isabella and Lukitto were young creatives. Their dream of working for a big advertising agency in Recife had

come true. Yet these children were living right on their doorsteps and lost sight of even the most simple of

dreams- to have a home, a family, a job, to have love.

• The team wanted to engender the sense of empathetic injustice which they themselves had felt upon hearingabout these children’s lost dreams.

• They hit upon the idea that every child should be allowed to dream, and that we should all be able to strive

towards our dreams:

• They wanted to inspire people to help the street children of Recife to bring to life their dreams



The idea

“Sonhar é para todos”

Dreams are for everyone



Week three: Pulling it all together

Pulling it all together



Pulling it all together

We had our idea, and now we needed to establish what we could achieve in 10

days to bring the event to life.

• We needed:

– A venue

– A guest list... and people we could count on to attend

– Invitations

– A way to bring to life the idea that “Dreams are for everyone”

– Entertainment for the night

• We wanted:

– To create an advert- a short film to bring to life the idea that “Dreams are for everyone”... a film

which CPP could use on the night and in future communications to encourage people to support the

charity. – To create posters, again- that could be used on the night and to be a useful asset for CPP in the

future.

– To create a leaflet containing all the information about the work of CPP. The leaflet would be

distributed on the night and later, amongst the boardrooms of some of Recife’s most powerful

companies and through the letter-boxes of some of Recife’s most influential individuals.



The Venue

I had been to a book launch in my second week, hosted bythe creative director of another agency . The Venue was

“Capitão Lima ”.

Capitão Lima was ideally situated, located as it is in Recife’s

answer to Soho, and on the same road as Globo network,

Brazil’s largest news corporation.

Raffa, the owner knew Philippa and Ze and was more than

happy to host our evening with less than a 10 days notice

and at no charge

• Advice to anyone going on a TIE placement, use contacts:

yours, your friends- it’s a very small city, everyone knows

everyone, and they’re big on doing favours.



The Invitations

Izabela and Lukitto wanted to create an invite whichwould stand out in the many invitations the press and

public officials would receive in any given week.

They came up with the concept of beautiful but empty

boxes.

These boxes carried the message that for many youths

in Recife, their dreams were as empty as the box.

The message went on to highlight that this needn’t be

the case, and invited the recipient to join CPP, AROCS,

TIE and Leo Burnett London at Capitão Lima on

Thursday the 14th of April 2010 to find out more.

The Invitations



We spent the 2 days preceding the event travelling around Recife’s Newspaper and Broadcasting houses,

delivering Invitations to contacts provided by ARCOS, TIE and CPP connections.

2 days did not seem like much notice, but I was assured that for Brazilian scheduling, 2 days was ample. It

certainly proved to be so on the night as many of the people we invited turned up.

WOM



As a result, a number of blogs advertised our event for us, helping to increase the numbers of attendees, despite

the rather impressive rainfall!

Sonhar é para todos : Bringing it to life



In order to convey to our audience on the night of the 14 th of April the power of the concept that “dreams are for

everyone”, we wanted to bring to life what we had learnt through spending time with the kids- their forgotten dreams,

and the way that CPP (with the help of the people of Recife) could help these children to Reclaim their dreams.

We went back to The Casa and to The Grange and interviewed and photographed the kids, asking them what they

dreamed of.

The result on the night was an exhibition of the children and their dreams. Huge thanks to my dear friend Patti, who I

met through my family in Brasilia Teimosa, and who helped me to interview and photograph the kids at the Granja,

uncovering what they dreamed of. (the full gallery can be found in the appendix)

Sonhar é para todos : Bringing it to life



p g g

CPP and ARCOS worked on developing 2 films in the last week before the event.

Daniel Barros, who works part time for CPP as their photographer, film director and website guru- went to interview

Williams- a former CPP kid, who had turned his life around and now worked as a mechanic and had a wife and two

children.

Sonhar é para todos: Bringing it to life



Whilst Daniel was working with the CPP team to create the short film explaining the work of CPP, ARCOS were working

with their production contacts to create an animated 60” spot which brought to life the idea that “Sonhar é para

todos”...Dreams are for Everyone.

I remember well how impressed I was with the speed at which ARCOS operates when we sat down late in the

afternoon the Monday before the event with the producer and Director of the film. I thought we were sitting down to

review the film which had been worked on over the weekend. In fact, we were briefing the Director. Sure enough, we

would have a finished film in time for our event on Thursday. An amazing feat pulled off by ARCOS and their contacts.

The Posters:



Izabela and Lukitto created a series of posters advertising the event which again we distributed amongst contacts, posted

at the venue and on our Facebook pages and through Twitter.

Again, the Posters focused on the idea that for many children in Recife, their dreams were empty. But that with CPP, the

street Children could re-claim their dreams.

The Leaflet



The Leaflet



The Banner



We wanted to get people to sign up to helping the children of Recife reclaim their dreams and so we created a

large banner which we would ask people to sign on the night.

Handmade bags



Demetrius and the CPP team asked the children at The Grange and The Casa to design their own linen bags.

Each had an image, their handprints and their name...along with CPP, ARCOS, TIE and Leo Burnett Branding.

On the night we would give these out with T-Shirts (also designed for the event) and the Leaflet, to everyone

who attended the evening.

T-Shirts



Every member of the CPP team would wear these T-shirts (which carried images of artwork created by the children,

along with the CPP website) on the night.



Week Four: The Event, Initial Results

The Event



On the day of the event, we tweeted, Facebooked, delivered more boxes and called around everyone who had

said they would come.

As a result of our colourful invitations and the posters online and around Recife, on the day of the event we had

several journalists and broadcasters Tweeting, blogging and generally promoting the event.

The Event



We created a Facebook page to which we invited friends from Recife and the UK, so people back home could

show their support

The Event



In the hours before the event, Ze and I were running around Recife trying to get the pictures for the galleryprinted whilst writing the final presentation for the event

In addition to the main gallery displaying the children’s dreams, we covered the bar brick walls in some of DanielBarros’s images of CPP at work.

The Event



CPP parked their iconic minibus outside the front of Capitão Lima’s and in the entrance we had a team of CPP

family and friends selling some of the Produce of CPP- from honey produced on the farm to beautifully

handcrafted jewellery and colourful bags-this was another way for guests to help CPP on the night

The Event



A Local celebrity and singer, Mônica Feijó, opened the evening with some heart-felt words about the importance

of the work that CPP performed in Recife and a plea for people to help this important work to continue.

The Event



Carlos Renato and I gave a presentation about the project, TIE, ARCOS and Leo Burnett’s involvement, andabout what we’d learnt about CPP and why we felt it was so important to give.

We showed the short animated film which had been finalised moments before:

Dreams are for everyone



http://www.youtube.com/watch?v=N3ikvC9p7Io&feature=g-like&context=G23c7540ALTtOonQADAA

The Event



After our short presentation Demetrius took to the stage to explain the work of CPP. Using the 2 films produced

by Daniel, he first took the audience through a brief history of the charity. And then through the case Study of

Williams.

Williams is standing to the left of Demetrius above- both in black shirts. As Demetrius told his story and we

watched the film of Williams’s experiences, there was barely a dry eye in the place. Williams credits CPP with

saving his life. Too emotional to speak on stage, it was clear to all that Williams now had a fantastic life, when

previously all he had in front of him was a road of addiction and violence.

The Event



Following the emotional presentations, everyone was invited to stay and chat to any of the CPP team, to

ARCOS or myself about the organisation and their work.

Although the evening had started off with torrential rain, the heavens were kind to us and stopped long

enough for the CPP kids to perform a traditional dance with their drums outside the front of the bar on

the street.



Initial Results



• A number of journalists, broadcasters, high profile figures from Recife’s society and a politician attended

the event. About 80 people attended in spite of heavy rain!

• In the days following, people blogged, tweeted and even wrote an article in one of Recife’s largest

newspapers.

• In the weeks following, a popular local programme- “Pena na Rua” picked up the story of CPP and ran an

hour long documentary on CPP.

Immediate Coverage:



g

Immediate Coverage:



Immediate Coverage:



Results: the CPP perspective



• For Demetrius, the most important result of the evening was the impact it had on CPP as an organisation.

A group of the most improved kids from CPP were there that night and for them to see such a large

number of Recife’s public taking in an interest in their cause (when often their only experience of this

element of society was being passed-by on the street) made them feel worthwhile and valuable.

• The event galvanised the team working for CPP and gave them a renewed sense of pride and purpose

• And it gave CPP a visibility and confidence in the local society to talk about their work and to know that

they had a voice

Results: personal outcome



Working with CPP was life changing. The kids were amazing. They were so kind and generous and welcoming

and it was absolutely inspirational to see how changed a person can be when they are given a second chance

at life. None of the kids on the street had meant to end up so low. And with a little help, kindness and love,

they were entirely capable of turning their lives around. CPP does not have a 100% success rate, but near on

80% of kids who went to the Grange went on to turn their lives around, to turn away from crack. Without CPP,

their lives would have been lost to drugs, violence, robbery, prostitution possibly ending in execution.

It is impossible to convey how profoundly humbling it was to spend a month in the presence of both the

workers and the kids of CPP. I feel fantastically lucky and wish that we could have done more for CPP and the

kids in the time allowed.




Meeting Demetrius and seeing how much good one man with a vision and purpose can deliver by setting up an

organisation was immensely inspiring. Demetrius is a true leader and everyone who works for him believes

passionately in the cause. It reminded me of the importance of doing something you really believe in, and then

pursing it relentlessly.

Working with CPP, seeing the impact that an advertising agency can have on the fortunes of a small charity has

changed my perspective on my career. It has inspired me to consider how we can do more within our day to day

jobs to help organisations performing such critically important work on the ground. It’s an initiative that the Leo

Burnett Group (and Giles Hedger, our MD in particular) has been hugely supportive of.... watch this space, we

hope to have more news soon-but certainly it wouldn’t have happened without my time on TIE and with CPP.




In terms of personal results, I’ve gained a huge sense of confidence in what I can achieve. Having coped in a very different

culture, whilst speaking a foreign language, and having, developed such a great deal of work together with the fantastic

and passionate team, was very motivating. The quality of the work was of such a high standard, particularly given that we

spent almost none of the money which UK fundraising had secured- so all of this could be ploughed back into CPP andhelping the kids. The work was so impressive it even won an Bronze at the Pernambuco Advertising Awards later that year.

When I think back to theearly meetings in Recife when I only understood 1 in every 5 or so words...and I remember what

we managed to achieve in next to no time. “Impossible” really wasn’t an attitude we had any time for.

The importance of working with good people was an absolutely key learning, and I’m so very grateful for my fantastic team.

A year on....



Raul, the Parrot from The Grange

A year on...



It’s taken me a year to write this case study.

There are two main reasons.

The first is the age old reason- I’ve been too busy.

Partly getting back to normal life...friends, family- my home.

Partly getting back to a life in advertising-picking up a new, large and fast moving Account.

And partly, most excitingly and most directly as a result of TIE, working with my colleague, Kit Patrick, and our

Managing Director, Giles Hedger, to try to see how we, within the Leo Burnett Group, can make a positive

difference in society.

The second reason is that it’s been hard to revisit the street, the kids who are still in Recife. It’s even harder

knowing that whilst we had a positive impact on the awareness of CPP within Recife, and on how the CPP team

and children felt about themselves and the organisation, this has not translated into donations on a grand scale:

Demetrius had this to say about the project:

The biggest outcome of Alice Hooper’s TIE placement in partnership with local agency Arcos was the publicity

A year on...



The biggest outcome of Alice Hooper s TIE placement in partnership with local agency Arcos was the publicity,

through an advertising campaign, of the work of Comunidade Pequenos Profetas – CPP.

The challenge was to carry out the plan developed in a month of the advertising campaign for CPP in the

metropolitan area of Recife.

To understand more about the world of CPP’s beneficiaries, the entire team of the project was introduced by CPP to

the reality of those living on the streets and of those who are in social and personal risk conditions.

We realized together that the dream of a dignified life is a dream shared by all, it is everyone’s dream, and it is a

dream for everyone. So the catch phrase chosen for the campaign became “ Sonhar é para todos” (To dream is for

everyone).

The good thing about this whole project was to see that CPP’s beneficiaries participated actively in the process;

they were able to learn more about CPP, its history and trajectory of almost 3 decades of existence in the center of

Recife. The spirit of solidarity that surfaced was also a good thing and the pride of knowing they are part of an

organization recognized outside Brazil, despite the fact that locally the reality of being known was another one.

The highest goal was achieved: making CPP known in the city of Recife, but the additional desired results, such as

receiving donations, volunteering, and other forms of aid, didn’t happen, not because of the campaign, but becauseof the prejudice of the population in helping a project that enables citizenship for those living on the streets.

Maybe in the future the dream can become true for all, because dreaming is for everyone.

Demetrius Demetrio

CPP

How you can help...



If you can and would like to help, please visit their website. I know anything you can

give will be gratefully received and you can guarantee that it will be put to hugely good

use improving the lives of fantastic children.

http://www.pequenosprofetas.org.br/

More information






If you would like to see more aboutthe project, please click on the

following link: just before I left, Daniel

created a film to bring to life the

project:

http://bit.ly/Hq1ZHZ

If you would like to see more of CPPs

short films, please visit their Youtube

Page:

http://www.youtube.com/user/pequenosprofetas?feature=g-like

In thanks

















In thanks

• Finally, I’d like to say huge thanks to everyone who helped me fundraise, who gave me support andadvice in the lead up to my leaving.

– To everyone in Recife who took care of me, who showed me around and looked after me.

– In particular to my new friends Patti, Nazi, Isabella and Joana for making me laugh, helping me to explore Recife andsupporting me through the project.

– To my family, Ivanildo, Edinede, Michelini and everyone at Rua Dragão do mar,

– To everyone at ARCOS who made me feel so welcome and worked tirelessly on-top of their existing and heavyworkloads to pull off an absolutely amazing amount of work.

– To the TIE team, particularly Philippa and Anna-Luisa for all their guidance and support in the lead up to and duringthe placement.

– And very particularly to Demetrius and the CPP team for allowing me to share in the amazing story that is CPP and tomeet so many fantastic people. In particular, but by no means exhaustively I’d like to thank: . , without who I couldnot have done this and without who- my trip would not have been such a success, such a fantastic memory. Myeverlasting gratitude to you all.

In the UK: Sarah Baumann, Emily Sommers, Rob Varcoe, Andrew Edwards, Paul Lawson, Harry MacAuslan, Craig Denyer,Philippa Craze, Kit Patrick, Jim Altin, Richard Emerson, Ed Richards, Chris Jackson, Harry Dromey, Georgiana Nuti,

Sian Guy, Andy Allen, Martyn Goh, Lance Crozier, Jenni Cowdy, Stephen Attree, Juliana Xaviar, Rosie Oliphant,Jackie Lynch, Kyoko Taylor, Louise Alexander, Rachel Steed, Matt Bertocchi, Nicola Clack, Harman Randhawa,

Metin, Ian Robertson, Charlie Kirkbride, Reiko Bridge, Jessica Summerfield, Jessica Farahar, Olivia Logue, RichardGalt, Darren Thomas, Katie Haslehurst-Smith, Rachel Wooley, Ann Hunter, Anne Vigus, Gaynor Goldring, Elise

Norman, Arthur Hurn, Chris Birch, Fernando BrittoIn Brazil: Philippa White, Ana-Luiza,

Demetrius Demetri, Daniel Barros, Tattiana, and all at CPP: Ze Guilherme, Carlos Renato Rocha, Izabele Hinrichsen,Lukitto Pimentel, Bernardo Brayner, Camilla Gomes, Ze Luis Lobonati, Ju Sara, Andre Souza, Lorena Leal, Marcus

Oliveira, Raissa Poncell, Patricia Helena, Nazia Du Bois, Joana Sampio, Ivan Moraes Filho, Isabella Pikart, Edinedie,Ivanildo, Michelini.

APPENDIX







































APPENDIX




• Jalison Rodrigues:

My dream is to meet my mother. To leave the street. To work and to study.







• Cosmo:

My dream is to get some qualifications.







• Ann Lucia:

My dream is to have a family.







• Davidson:

I don’t have any dreams.







• Arthur:

My dream is to play football for “Sport” club, Recife.







• Silas:

My dream is to return to Bahia. To leave here.







• Tatti:

My dream is to leave the street.







• Tony:

My dream is to play football.







• Tony:

M d i t l f tb ll





alice hooper's tie case study - cpp/arcos/alice/leo burnett

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