Starting next Monday (12), the streets of São Paulo (SP) will be awakened by an advertising campaign promoted by the agency NCC_1701, by Sérgio Silva and Átila Francucci, which will touch people’s hearts through lots of fun and love, with several fun pieces scattered around the city.
“You don’t have to be a saint to be supportive”. This is how, with humour, the Liga Solidária, a non-profit civil society organization that is completing 100 years of work, wants to motivate people to donate to its socio-educational actions. The more than one hundred projects allocated to nine major Education, Longevity and Citizenship programs impact 24,000 people. They are children, adolescents, adults and elderly people in situations of high social vulnerability in São Paulo.
“Even those who make small ‘slips’ on a daily basis can contribute. And throw the first stone who never! Even those who put ketchup on pizza, stick gum under the couch, squeeze toothpaste in the middle of the tube and other peccadilloes. In other words, everyone can and should donate”, jokes Sérgio Silva, agency partner and campaign planner.
The disclosure will be made in digital media, bus stops, street clocks and pizza packages. Luis Dix, Executive Development Manager at Liga Solidária, explains that the disruptive language, which changes the way normally used by the sector, is one of the strongest points of the pieces.
“We are not bringing the drama or pain of people on a daily basis. We use light language, because we understand that Brazilians already know and experience a lot of pain every day in their own lives. The important thing is that society gets to know the League and knows that serious social work has been carried out for 100 years, to which they can be associated”, he completes.
About the Solidarity League
Liga Solidária was created in 1923 and managed only by women throughout this century. It is chaired voluntarily by Rosalu Queiroz, who has just closed an agreement with the National Bank for Economic and Social Development (BNDES) to expand the expertise from the entity to other regions of Brazil.
The entity’s 2023 annual report points to an extraordinary overcoming of the proposed social goals, important results of the ESG policy and growing success in partnerships with the private sector for the constant expansion of assistance to the population.
Today, the Third Sector in Brazil occupies the 18th position in the world, with 6 million jobs generated, about 11% of popular participation in voluntary actions and represents 4.27% of the Brazilian Gross Domestic Product (GDP).
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