Integrity and honesty are fundamental in the formation of good citizens. With the aim of promoting these values, the ‘NaMoral Award – Young Talents’, an initiative of the NaMoral Project of the Public Prosecutor’s Office of the Federal District and Territories (MPDFT) in partnership with APP Brasil (Association of Advertising Professionals), is launching a video campaign, produced by Agência BigBee. The video aims to raise awareness among the public about the award, its objectives and provide detailed information about the application process. Watch:
Strategically produced to engage both students and university professors, the video adopts a young and modern language. With quick cuts and animated scenes, the content was developed to effectively capture the attention of the target audience. In addition, the ‘NaMoral Award – Young Talents’ is presented as a tool to spread honesty and contribute to the construction of a more ethical society.
For Afonso Abelhão, CEO of Agência BigBee, one of the main challenges in developing the campaign was recognizing that young people are not a homogeneous group, requiring careful and differentiated analysis. “It was essential to identify which mental triggers and language could attract and maintain attention, especially in the digital environment, where competition for attention is fierce,” explains Abelhão.
With the theme ‘It’s really smart to be honest’, the ‘NaMoral Award – Young Talents’ seeks to encourage the creation of campaigns that emphasize intransigence towards corruption and impunity, in addition to promoting the commitment to integrity as an essential value for Brazilian citizens. Aimed at the production of advertising and educational pieces, the award covers categories such as podcasts, apps, games, comics, social media campaigns, viral video trends and educational board games. University students enrolled and young people who graduated between 2022 and 2024 are eligible to participate. Applications are open until October 31st.
In addition to complementing and reinforcing the award, the video encourages young people to actively participate in the fight against corruption and provides a detailed overview of the application process, promoting greater awareness and engagement.
“The social impact of campaigns like this is significant, as it seeks to change the way young people perceive corruption, showing that it is not restricted to just major scandals, but also to small, everyday actions,” adds Afonso Abelhão, CEO of Agência BigBee.
According to Luiz Carlos Corrêa, director of Education and Professional Development at APP Brasil and general coordinator of the ‘NaMoral Award – Young Talents’, advertising not only informs the public about products and services, but also has the ability to educate and raise awareness. “Advertising is essential in disseminating information and establishing new habits. Encouraging the production of campaigns to combat corruption also encourages the formation of citizens who are aware of their role in society”, highlights Luiz Carlos Corrêa.
The winners of the ‘NaMoral Award – Young Talents’ will compete for prizes ranging from R$25,000 to R$15,000 and will have their campaigns and products aired in early 2025. Registration is open until October 31st and the awards ceremony will take place on December 9th. The full rules are on the website.
Service – Registration
Data: June 10th to October 31st
He: Being honest is really smart
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