My TIE story 2012
Hi there, I’m Dylan. A na;ve Londoner living and working in NYC. I’m currently a Planning Director at JWT. When not launching whipped cream flavored vodkas (really) I can oNen be found taking photos of interes;ng people in the city, buying overpriced mid-‐ century furniture in a Brooklyn flea market or just drinking coffee in a café. This is my TIE story. @dylanviner
Why TIE?
For me, it was a desire to use our ability to crea;vely solve the problems of corpora;ons to help those doing good in the world
My big inspira;on was my sister Amber, who was adopted as a baby from Bogota, Colombia Last year we visited the incredibly poor community she came from-‐ it was the first ;me she had returned to Colombia I wanted to help children born into similarly desperate condi;ons
Pre departure prepara;on Pre-‐departure work
A blog to ar;culate why I was embarking on this journey and to solicit help in the form of dona;ons (thanks guys) Intense Portuguese lessons made for some late nights but were totally worth it in the end. How else would I have ordered a beer
The NGO
O Pequeno Nazareno fight for the basic human rights of homeless children in Recife, helping to rehabilitate them at their retreat so that they can be reintegrated into Brazilian society
Campaign Objec;ves
Raise awareness of O Pequeno Nazareno’s work among local businesses and encourage them to interview (and hire) young appren;ces from the NGO
The extra challenges
30 days & $3,000
The team
This is Melhor Comunicação. Seven hard working and brilliantly talented young Brazilians…Hopefully the last ;me I will be the oldest member of a crea;ve agency
Work agre
THE STRATEGY
Audience Insights
I used my broken Portuguese to interview business owners from a variety of industries to determine what their percep;ons of homeless children were and to understand the current barriers to hiring them
The Problem Iden;fied
Companies in Recife have humanitarian goals BUT these are trumped by the desire to protect their business They’re reluctant to give interviews to the adolescents at OPN because they don’t think they have the ability or agtude to posi;vely impact their business
Understanding the brand
Spending ;me at the NGO’s retreat was key to understanding the amazing work they do, and more importantly, to building a rela;onship with the adolescents who were living there
Being accepted and gaining the trust of the boys at the NGO was incredibly hard but eventually we connected over a game of football
The employees at the NGO, from the cook to the groundskeeper, were some of the kindest people I have ever met…
…Not to men;on the most interes;ng. Smile Zezinho!
Street visit The most harrowing day of the project, and perhaps my life, was visi;ng some of the boys’ families in the favelas. Heartbreaking. I wrote more about it here-‐ hkp://bit.ly/GZwO43
Projecto Gente Grande
Seeing the professionaliza;on course the NGO enrolls all the adolescents in, I was blown away by the boys’ incredible commitment to gaining the skills necessary to be able to turn their life around
The key insights
The adolescents at OPN can really make a difference-‐ They just haven’t been given the opportunity to prove it When you hire someone from OPN, everybody wins-‐ Not just the adolescent and Brazilian society, but your company as well
CREATIVE WORK
Making sure everybody wins
A great reminder to focus on making work that works and not on feeding crea;ve ego
Crea;ve Idea The opportunity to prove it What’s holding the adolescents at OPN back is not a lack of ability or mo;va;on, but the prejudices of the businesses themselves These young people have the agtude and qualifica;on to shine All they need is the opportunity to prove it
UNDERPINNED BY A BASIC MEDIA STRATEGY
1. Paid Media Generate awareness + Interest
2. Owned Media Deepen knowledge, start dialogue + gain commitment to an interview 3. Earned Media Spread the message
1. Paid media
I was visually inspired by the power and impact of portrait photography
Real People. Real Voices
Having got to know the young men living at the NGO, I wanted to tell their amazing stories and show their faces. Authen;city key. No actors necessary
Me at shoot
Helping to shoot the campaign was really special for me. Launch a campaign in 4 weeks you need to stop being ‘just a planner’ and start being a generalist. I loved that scrappiness
A photo of Edson at the shoot-‐ a truly amazing young man. It was inspiring to see how much being at a photo shoot, and part of the campaign, meant to him and his friends
A photo that means a lot to me-‐ This is Edson, the day the NGO found him. Homeless, using and possibly selling drugs, caught up in a world of violence. The Edson I got to know was a different person en;rely
THE CAMPAIGN The Campaign
I HAVE THE ABILITIES. YOU JUST DON’T WANT TO SEE THEM. Edson, like all the adolescents on Projecto Gente Grande, has the ability, training and moMvaMon to make a posiMve contribuMon to your business. Now, all he needs is the chance to prove it. He’s ready. Are you?
I HAVE THE ABILITIES. DON’T THROW THEM DOWN THE DRAIN Brena, like all the adolescents on Projecto Gente Grande, has the ability, training and moMvaMon to make a posiMve contribuMon to your business. Now, all she needs is the chance to prove it. She’s ready. Are you?
WE HAVE THE ABILITIES. WE JUST NEED THE OPPORTUNITIES. Alexandre, like all the adolescents on Projecto Gente Grande, has the ability, training and moMvaMon to make a posiMve contribuMon to your business. Now, all he needs is the chance to prove it. He’s ready. Are you?
I HAVE THE ABILITIES. AND I WAS ABLE TO SHOW THEM. Many other adolescents also have them. They just need an opportunity. Felipe, like all the adolescents on Projecto Gente Grande, has the ability, training and moMvaMon to make a posiMve contribuMon to your business. The only difference is that he was given the chance to prove it.
Fishing where the fish are-‐ We secured space in the leading local business magazine…
We also u;lized bathrooms of high-‐end bars and restaurants frequented by local business people. A tailored message appealed for people not to throw these talents down the drain
Space on the back of local busses across the city (none of which look nearly as clean as this mock up) were also used
We really hoped to place one high impact billboard in the center of the city
It was beyond my wildest dreams that we would get one for a whole month in one of the most prominent posi;ons in Recife
Best of all…We secured all the media space for free
2. Owned Media
We set up a Facebook page that all communica;ons would drive people to, and trained the NGO staff to be able to use it to start a dialogue
3. Earned Media
Perhaps my favorite idea-‐ We sent locked wooden boxes to prominent journalists across the city. Each asked them to “wait for the key”
A key was delivered a day later. When opened a pop-‐ up revealed the headline “Abili;es. You waited a day to know they existed. Some wait a life;me to show them.” Underneath a pack of informa;on was ready to help the journalists to write an ar;cle on the NGO, the campaign and employment law
THE RESULTS
Barely two months aNer we launched the campaign, not only did local businesses give interviews to nearly all the adolescents of working age at the NGO, over twenty (and coun;ng) of them were offered appren;ceships or full ;me employment I couldn’t even begin to tell you how proud this makes me
OBRIGADO Â