From enchanted princesses to living toys, to Disney shows the public, across generations, the importance of childhood, breaking the limits of imagination and giving wings to the most ambitious dreams. On the other hand, not all children have the opportunity to enjoy the magic of this universe created by Walt Disney in the early 20s. With this in mind, the company, in collaboration with theInstitute Gerando Falcesan NGO focused on education, economic development and citizenship in favelas, is running a special campaign for Children’s Month.
With the aim of inspiring families to enjoy time together and promoting the benefits of play, the Disney Brazil, through the Disney Play and Donate action, installed ten activations in selected toy stores in the main Brazilian cities, such as So Paulo, Curitiba, Porto Alegre, Brasilia, Salvador, Manaus, Recife, among others. Each hour played within these places is equivalent to R$50 in donations to the NGO, amounts that will be recorded on an information panel called the jokemeter, installed in the Paulista Avenueat the time of number 1776.
To increase the visibility of the campaign, the game will also be the stage, on the last two Sundays of October, for two Blitz Rdio Disney actions, featuring quizzes, raffles and prizes in partnership with the company’s radio, on the 91.3 FM frequency. There will also be the participation of digital influencers and the screening of an advertising film.
Disney Brincar e Doar presents itself as an alternative to reconnect families and children across the country, but it faces the great challenge of making the toy market and the world of play attractive to children of the digital generation.
For the Walt Disney Company, Children’s Day is one of the most important dates, and every year, we are faced with a challenge: how to get children to play more and get away from the screens? To this end, the campaign, which also highlights the importance of encouraging families to spend more quality time together, builds a bridge between the digital and the physical, whether with physical play spaces or online participation on social media with The hashtag campaign, explains Mara Ronchi, Consumption leader at Disney Brazil.
However, what is seen as a challenge can be a great ally during the process that captivates children to participate in this playful universe of games.
The digital and physical media are complementary worlds, not exclusive. Children often access our content through our online channels, such as YouTube and Disney+. This interaction is also a form of play, which feeds back into an ecosystem responsible for encouraging children to pick up a toy and recreate the stories they watched from their imagination, highlights Lucas Younis, Marketing and Consumer leader at Disney Brazil.
Despite building a magical environment for children, the Disney branch in Brazil is located in a country where, according to data from the Cadastro Único, 17.5 million families are on the line of extreme poverty, with income per capita monthly payment of up to R$ 105. In view of this, initiatives aimed at social transformation, which seek to democratize access to culture and entertainment for children, are necessary.
In an interview with Adnews, the Gerando Falces Institute was asked about the development of projects that take families in conditions of extreme poverty to play spaces provided by Disney, in order to offer them the opportunity to learn about and take advantage of this campaign in another way, in addition to donations.
Practically all of the network’s projects are focused on children and the biggest challenge is, in the midst of so many needs, to highlight the importance of care, love and attention that parents, mothers and caregivers must give to children and adolescents. The Own Units (UPS), for example, are our cultural hubs, and another front we have here focusing on culture and sport. Through incentive laws, many children and adolescents from favelas have access for the first time to singing, guitar, theater, tennis, boxing and other sports classes. Believing in powers from the periphery to transform new falcons into new ones, this is our mission, comments Juliana Plaster, director of Development and Partnerships at Gerando Falces.
At the time of publication of this article, more than 5 thousand hours dedicated to fun had been recorded, and more than R$250 thousand had been raised in donations for the Institute. This demonstrates the power that the participation of large companies in social initiatives has in increasing the visibility of these projects. These results even reinforce the relevance of the commitment made by Disney itself, throughout 100 years of existence, in bringing magic to people of all ages and classes. You can check the evolution of the game on official campaign website.
* Supervised by Jssica Bitencourt | Cover photo: Disclosure/Disney
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