The partnership between Disney and Instituto Gerando Falces promoted play spaces and social development in favelas.
The month of October, also known as Children’s Month, served as the stage for a major campaign byDisney in partnership with theInstitute Gerando Falces. On initiative Disney Brincar e Dora, which involved quizzes, live awards on the last two Sundays of the month on Blitz Rdio Disney (on the frequency 91.3 FM) and the collaboration of digital influencers, achieved success by converting more than 5 thousand hours played into R$282 thousand in donations. The amount raised was intended for the NGO to invest in the social development of favelas in sports, culture, professional training, economic development and citizenship.
To count the amount, a panel, called Brincadmetro, was installed in thePaulista Avenuenumber 1776. In addition to showing the amount raised, the panel displayed the hours played in physical spaces installed in toy stores in cities such as São Paulo, Curitiba, Braslia, Manaus, and in posts on social media with the hashtag of the campaign.
The impact generated by the media movement of physical, online and radio activities increased the campaign’s visibility exponentially, but other factors also contributed to the success of this initiative.
The director of Development and Partnerships at Gerando Falces, Juliana Plaster, believes that the free access initiative, by joining forces in support of important causes with a world-famous brand for 100 years, brought children what they love most. Early childhood assistance and Disney’s vision were essential factors in the campaign’s success.
Furthermore, the positive impact of the action on the lives of several families in situations of socioeconomic vulnerability opened doors for future initiatives, especially during the holiday season. However, despite being a great possibility that would leverage not only Disney’s impact in Brazil, but also the development of other families that find themselves in vulnerable situations, there is nothing planned for the occasion.
We don’t plan anything similar for the moment, but we are studying other possibilities and perhaps a new campaign for 2024, concluded the director.
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