The project developed by AlmapBBDO is a visual development that seeks the public’s attention through the QR Code
The G10 Favelas launched the Palavra Code campaign, with the objective of alerting and fighting the situation of food insecurity in Brazil. In 2021, more than 61.3 million Brazilians declared some degree of hunger, with half of this population living with the most severe level.
With the motto You can point out the solution, the project developed by AlmapBBDO is a visual development that seeks the public’s attention through the QR Code, joining the codes to form the words: food, bread, meat, medicine and help.
a clear, striking and instrumental message. Just point your cell phone to make a difference, said Gilson Rodrigues, president of the G10 Favelas.
Since the beginning of the Covid-19 pandemic, the block of social entrepreneurs has already distributed more than 3 million basic food baskets, in the 26 Brazilian states and the Federal District, and the new project has the mission of raising the necessary money for the purchase and distribution of approximately 100,000 basic baskets, in addition to medicines and cleaning materials.
In total, there will be three films broadcast on open TV, in addition to display and social media, magazines, newspapers and OOH, including t-shirts used by influencers and community leaders in Paraispolis.
The target audience catches their eye on the play and is encouraged to participate in the act, because they literally have in their hands a way to minimize the problem, which is the cell phone. Our idea is to encourage instant solidarity because the urgency for solving essential issues in the favela is not small. As Gilson Rodrigues always says: we are in a hurry, said Ricardo Chester, VP of Creative Insights at AlmapBBDO.
In the last week of July there was the first unfolding of the campaign, launched in an international action during the Week of Favelas in New York. On the occasion, the delegation of the main names of the organization had their hands and arms tattooed with temporary QR Codes. As it is a bureaucratic and business program, the idea was to transform the classic handshakes into a donation tool.
By sealing new deals, we also brought a new group of donors close to us, concluded Gilson Rodrigues.
