Professional Documents
Culture Documents
By Mike Alhadeff
Grey London
In three words
Doing TIE was an
extraordinary experience. It
had a bit of everything. The
odd mishap, the heat of
Brazil (of course) and finally
a sense of achievement
A bit of background
Im Mike Alhadeff. Born and bred in Hackney.
Planner at Grey London.
I decided to take up the TIE challenge because I
wanted to try something different, explore new
places and meet new people.
I was also interested to find out what impact
communications might have outside of normal
agency life.
A change of scene
Recife. North-East Brazil. State capital of
Pernambuco.
Back in the UK
The International Exchange isnt just about packing
your bags and whizzing off to a foreign land.
Before you leave they arrange for training so you can
be best prepared for your project.
In total I raised
a whopping
2102
Grey skies
With all the training complete and the money
raised, I was finally ready to get the plane to Brazil.
Of course, this meant leaving a cold and wet London
in February and replacing it with Brazilian sunshine.
A typical day
My time in Brazil was spent in a variety of ways. Some of it was similar to my life in the UK from getting
public transport to work presentations but other parts were different like my time with the kids at LAR
My Team
INATA
INATA is an experimental advertising agency
based at AESO University in Recife.
It is made up of advertising and marketing
students who have the opportunity to work on
live client briefs alongside professors with a
wealth of industry experience.
Team INATA
The Brief
The first thing I did was to receive the
client brief from LARs coordinator, Delza
Ribeiro.
It was a briefing with a difference as
neither of us could speak each others
respective languages. But luckily a couple
of guys from INATA translated for me (I
would rely them for the duration of the
project.)
Delza was responsible for the day-to-day
management of LAR, and along with a
board of directors, they made all the
decisions concerning LAR. They all had a
influence on our response to the brief.
The Client
Brief
Client name: Delza Riberio
Charity: Lar Rejane Marques
Agency: INATA
We get donations in food, clothing
etcbut we really struggle with a financial
shortfall
We struggle to pay staff on time
In the past we have been close to closing
our doors
The Research
After I had received the brief, the next
stage was to undertake some research.
This was to further understand some of the
problems LAR faced it involved both desk
research and qualitative research.
Important numbers
TH
90
45%
Identified objectives
The Public
The
Corporates
The Strategy
The focus was on supporting LAR, but we felt it was
equally important to maintain an outward
perspective.
We needed to address some of the challenges
disabled people experienced in Brazilian society as a
way of helping LAR itself.
By doing both, we recognised it would be mutually
beneficial. If there were better attitudes towards
disability, more people might support LAR. And it was
important for LAR to play a wider role in society to
encourage better inclusion of people with disabilities.
Society
LAR
Society
A change of approach
We wanted to reframe the position of LAR in order to encourage support and reflect its role in society
Charity
Donation
Help
Family
Investment
Growth
The Insight
By splitting the brief in two, we had to address two
different audiences.
But we needed to find an insight that could work for
both.
During my time in Brazil, I noticed the importance of
family in Brazilian culture. It also reflected the culture
I found at LAR.
The Public
Brazil is
one big
family
The
Corporates
The Idea
We developed an idea which shaped what we
wanted to communicate.
Are unaware of
the issues face by
disabled people
Awareness film
We launched an awareness film which featured disabled people talking about their experiences of
disability and hopefully encouraging others and society to do the same
Outdoor media
This was supported by outdoor media
Billboard
Busdoor
Social
As a key element of this campaign was to get people talking, we used social media to inspire
conversation with the hashtag VamosBuzzSobreslsso (letsbuzzaboutit)
LAR
Facebook
page
Facebook
posts
Press kits
The Dinner
The corporate donor club was launched in May
during LARs Gala Dinner.
This was a massive movement for LAR as they hosted
several important figures, including senior local
politicians and influential business leaders in Recife.
It was the perfect opportunity to showcase LARs new
campaign alongside explaining how the corporate
donor club worked.
As part of the event, we handed out mini honey pots
to guests as a way of providing a little reminder
about the campaign and what it hoped to achieve.
The presentationand coverage in the press
Society
Starting the
conversation about
disability
Supporting society is
good for business
Raising awareness of
the challenges faced
by disabled people
Press Play
During a 4-week project, we went from receiving a brief, research, conceiving and then
developing a campaign. Here it is condensed into two minutes
The Results
The campaign is taking Lar to a new level of awareness than we
ever had before. This new interest from the society comes in the
form of donations of products and services. A lot of people are
calling to visit Lar, to organize parties to the children and spend
time with them. In terms of money, there aren't many
spontaneous donations - but we now have greater access to ask
Delza Ribeiro, Coordinator, Lar Rejane Marques
Myself and Delza in Olinda
The Wins
New internal
thinking
Increased
public interest
As the quote from Delza demonstrates, the campaign has
definitely helped broaden the awareness of LAR in Recife. This
has come from both public interest as well the media
generating stories around LAR.
Increased
media interest
The Losses
Social media
There was always a disconnect between what I envisaged in comparison to LAR. They
used it to post long messages asking for support/help, something which was
incredibly valuable to them and I didnt necessarily disagree with, but I wondered if it
was the right forum. It was always going to be difficult with the lack of a social media
manager.
Financial
Donations
Getting more to donate financially. This was always going to be a difficult challenge
to meet in a country where charity is seen very differently. So far, this has proven
difficult to change.
Relationships
One of the best parts about a TIE experience is the way it brings together different
groups of people you, the charity and the local ad agency. Its genuinely a great
dynamic. However it doesnt mean that there cant be certain teething problems
between different groups which I could have managed better.
Disability
Communications
This project is all about overcoming challenges. A new environment, the heat and
language barrier all present their own challenges. Sometimes it was about adapting
or finding a path forward when the path ahead appeared to be blocked. These were
some of the most rewarding moments.
One of the reasons I selected LAR to work with is because one of the clients I work
with in the UK is Scope. As both are charities with a focus on disability, it was
interesting to see how much overlap there might be. One of the main points of
similarity related to how people found it difficult to talk about disability and
consequently thinking about ways to overcome this.
One of TIEs aims is to take the world of communications outside of normal agency
life. How can our thinking help some of the challenges the world currently faces? It
is clear we cant solve these challenges on our own but it is certainly clear we can
help influence and challenge peoples thinking.
The Future
I learnt a tremendous amount during my time on
TIE.
Using my skills outside the normal agency setting was
rewarding and it was a privilege to try and help LAR.
Hopefully they have some new thinking and materials
which they can use to increase support in future.
Importantly, I hope they will be able to find some
more financial sponsors.
Myself and Delzathe work continues
Thank You
This entire experience wouldnt have happened alone.
Massive thanks go to everyone who gave me a helping
hand along the way.
And Finally
The odd mishap referred to at the beginning?
Well
It is an x-ray of my left hand.
It turns out beaches dont have as softer landing as
one might expect. My third metacarpal now testifies
to this fact.