Comunidade Vida e Paz — Not just another Christmas story

Context

The other side of the story

To provide Comunidade Vida e Paz (an ONG dedicated to supporting people at risk) with more than just a Christmas campaign, we wanted to show the other side of a story that repeats itself every December.
To increase awareness, inspire more empathy, motivate more volunteers, increase contributions and more than anything empower the decision to change the lifestyle of those in a homeless situation.

Solution

Real stories of change

“Uma Outra História de Natal” became an awareness campaign calling for a greater sense of community. A moment of sharing when we showed the work of CVP by telling stories of overcoming adversity. We interviewed, filmed, and photographed ex-facility users, volunteers, and benefactors. These life-changing testimonies were then transformed into invitations to the great CVP Christmas Party, to be handed out to homeless people.

The same stories were compiled into a booklet and distributed to Volunteers and Benefactors so each stakeholder could understand his or her impact on the life of the other. And finally, all the content generated was transformed into a social media strategy helping the opening for volunteers be fulfilled in a record time.

The creative concept was about putting people at the center of the campaign, as the faces of the stories being told. A truthful expression of the powerful testimonies. Typeface and color helped to underline this focus on people.

Carlos Constantino, Head of Identity of Unlock Brands