iFood launches the “Closed with Respect” campaign. Aiming to foster a more respectful relationship with delivery professionals, the campaign highlights the importance of recognizing and valuing these essential workers.
The campaign includes sponsorship of TV Globo’s new program, “Não Era Só Mais Um Silva”, hosted by businessman and social activist Rene Silva, which premieres this Saturday, the 17th, for the Metropolitan Region of Rio de Janeiro and the South of Rio de Janeiro. In three episodes, the show presents stories of famous and anonymous Silvas, including the story of Jaqueline Bezerra da Silva, a motorcycle courier from Rocinha, who joined iFood in 2020 in search of new opportunities.
With creative support from DM9, the campaign will be expanded with a advertising film for broadcast on open and closed TV channels, and streaming platforms. The ad seeks to engage consumers with suggestions to promote kindness and respect from users towards delivery professionals, such as coming down from the apartment to pick up orders and showing politeness.
Additionally, iFood reaffirms its commitment to educational initiatives as a means of social transformation. The company offers opportunities for delivery drivers to complete basic education, enabling a significant portion of workers to complete high school. The project has already helped train more than 6,000 delivery drivers.
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