Associação Agência Cidadão was born in July 2000, with the mission of carrying out the logistics of citizenship, transporting surplus to where there is a shortage. Since its creation, the institution has served all districts of São Paulo, and has trained hundreds of young people, allocating more than 15,000.00 donations to people and since 2000 it has taken care to facilitate the act of donating and help those who most need this gesture.
This year, the Citizen Agent is celebrating 20 years of existence, so they are releasing a film entitled “Citizen Agent: For more than 20 years we have been taking better care of you” to remind people of the bond between donor and beneficiary. The film was created in partnership with Ogilvy Brasil, the Association’s official agency, which acts voluntarily in the creation and dissemination of the Cidadão Agent’s communication. The case also featured the production of Modernista, as a partner in the project.
The main message of the campaign was to show that without help, the daily lives of many people would be incomplete. For this reason, since 2002, Associação Agente Cidadão takes care of everything to facilitate your donation and help those who need it most. This message was portrayed through a QR code positioned in the center of the image throughout the film.
Juliana Proença Moraes says:
“We are very happy with the result of this campaign, one of our main focuses is to facilitate the donation of the public and make clear the reality of those who need support. With this film, we accomplished both of those goals.”
The piece portrays the daily life of Brazilian communities and highlights the lack that simple items make with QRCodes, encouraging the viewer to point the camera and thus complete, not only the film, but the lives of hundreds of people who need help.
Paulo Salles, Creative Director at Ogilvy Brasil, points out:
“In recent years, QRCode has become a facilitator. On live, on the menu, on advertising. The difference is that, in this campaign, we turned this resource into a symbol, replacing what was missing in the scene with an opportunity to donate. In addition to facilitating the process of donating and being able to share the main message with everyone: donation.”
The film will be aired on free-to-air TV and its campaign will be amplified on social networks, with a digital adaptation.
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