38 edition of the project presents a new visual identity, more contemporary and with a pop style
I’ve been at Criança Esperana since the first edition. It is with the enthusiasm of someone who has seen the most famous campaign on Brazilian TV grow and strengthen that actress Susana Vieira proclaims this phrase and lends her image to the 2023 edition of Criana Esperana. Occupying TV Globo and its social networks, the pieces that mark the beginning of the dissemination of the 38th edition of the project feature a team of Globo talents such as Cau Reymond, Barbara Reis, Paulo Lessa, Tony Ramos and Clara Moneke, among others, who show that they are all connected by hope. To strengthen the sense of community, they invite the public to join in this great chain of good, remembering that every donation makes a difference in the lives of those in need.
The campaign marks the launch of the project’s new visual identity. With a more contemporary and more pop feel, but without losing the emotional relationship with the public, the new brand of Criana Esperana is one of the great novelties of the year.
Last Sunday, July 9th, presenter Luciano Huck kicked off the project, showing the campaign film firsthand on his program, Domingo com Huck. I think that Criança Esperança is an important piece of a big puzzle. I believe in our crusade to strengthen the culture of giving in Brazil and I am proud to be a part of it, says Luciano. Journalist Ana Paula Arajo, who participates in one of the campaign pieces, talks about the importance of this movement in favor of hope. The amazing thing about Criança Esperança is that every donation, no matter how small, really makes a difference. Together, we managed to create a chain that helps thousands of children and teenagers across the country, says the presenter.
On the air for 38 years, Criança Esperana also awakens many positive memories. Actor Cau Reymond, present in the campaign, remembers a remarkable passage of one of his participations: In my first telenovela, Da Cor do Pecado, we dressed up as Famlia Sardinha, which was the core of the serial, we went to the show and we met. We had a lot of fun on stage!
In 2023, the funds raised will be allocated to 101 institutions throughout Brazil. Donations can be made using the traditional 0500 telephone number, using the password pix [email protected] and also via the website www.criancaesperanca.com.br.
And the Months of Hope, which take place two days before the big show, gain a new look and will be part of TV Globo’s special and thematic programs, bringing together various talents to receive calls from donors. On the day of the show, Meso will be even more special, on stage, as a fundamental part of the moment.
