Developed by Lew’Lara\TBWA, the campaign will be broadcast on TV, social media, radio, news portals and OOH media.
The Government of SP presented the new phase of the São Paulo Social Fund’s Clothing Drive, which highlights the importance of collecting blankets and is being marked by the partnership with football clubs from series A and B of the Brasileirão.
With the slogan “Everyone Needs a Cloak”, the campaign has already been present at São Paulo and Palmeiras games and has a video that is being broadcast on TV and social media, showing the awareness-raising actions.
In addition to those mentioned above, seven other teams joined the campaign, namely Red Bull Bragantino, Botafogo de Ribeirão Preto, Ituano, Mirassol, Novorizontino, Ponte Preta and Santos.
The communication, developed by Lew’Lara\TBWA, is also being publicized on radio stations, news portals and OOH media, such as bus terminals, elevator screens and other strategic points in several cities in the state.
To date, almost 30,000 blankets and more than 12,000 items of clothing have been collected. In addition to the items collected, the São Paulo Social Fund also acquired another 125,000 blankets with its own resources, which will be distributed among the state’s municipalities.
The campaign will run until September 22nd and also mobilizes the state’s municipalities, which are receiving boxes and posters from the campaign that should be positioned in strategic locations to receive the coats.
Despite the focus on blankets, the campaign also receives clothing items such as hats, gloves and socks. In the capital, the material can be delivered to the Social Fund warehouse in Jaguaré. In other cities, the city councils are responsible for collecting and distributing the materials.
