MichaCase Study

An adventure in Recife
April 2010
Working for a fantastic cause
Grupo Ruas e Praças (GRP)
Empowering children & adolescents living on

the streets of Recife through an educational
process of street learning.
tŽƌŬŝŶŐƚŽƐƚŝŵƵůĂƚĞĐŚŝůĚƌĞŶ͛ƐƐĞůĨ-‐
determination, dreams & wishes, to help
them construct a new life.
Methodology is reference for public policies

towards children, adolescents & their families.
Working on a big goal
KďũĞĐƚŝǀĞ͗͞dŽĐƌĞĂƚĞĂĐĂŵƉĂŝŐŶƚŚĂƚŐŝǀĞƐǀŝƐŝďŝůŝƚǇƚŽƚŚĞ
work GRP is doing with street children and adolescents and
ƚŚĂƚƐƚŝŵƵůĂƚĞƐĚŽŶĂƚŝŽŶƐ͘͟
Working with limited resources
Me: Full time

Inata: 5 students, every afternoon
Izabela (Inata Teacher): 2 afternoons/week
GRP: As much as they could manage
TIE: As support 24/7
Other students (eg TV & radio teams): available
with sweet-talking!
April 5th ± May 5th 2010: Campaign budget: R$2,740 (£1000) ±

23 working days, to include 2-day training, 3 evaluations thanks to donations from friends & family!
& separate presentation to local comms industry.
Stage 1: Pre-‐departure
There was plenty to be done before setting foot on Brazilian soil:
fundraising, training, preparation...
Fundraising
I contacted friends and family, explaining the background to the project,

and set up a simple payment mechanism for them to contribute via Giftshare.com
Pre-‐departure training
This excellent one-‐day training with the inspiring Evelyn Jarrold gave a brief overview to the
development sector, the world of human rights and tips & advice for how to approach the
project ʹ invaluable!
Getting prepared
Given the short time we would have to complete the task, I wanted to prepare a little, although
many people warned me to go in with an open mind and no fixed ideas. So, I did some initial
background reading into the area and the issue, I got in touch with a previous volunteers at GRP,
Shahina & Cliffy, to get their perspectives and I brushed up on my Portuguese!
But it still felt a pretty daunting task
zŽƵ͛ǀĞďĞĞŶ zŽƵ͛ůůŶĞĞĚƚŽ You might get
selected! hit the ground mugged...
running...
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the office for a I need to do
whole it all in
MONTH?! Portuguese
I need to You need to

make an raise at least
impact... £1000...
/ƚ͛ƐƵƉƚŽǇŽƵ I need to get

to pull it all leadership
together... skills...
Before leaving, I was feeling pretty nervous about it all. Excited at being given such
ĂŐƌĞĂƚŽƉƉŽƌƚƵŶŝƚǇ͕ďƵƚĂŶǆŝŽƵƐƚŚĂƚ/ƐŚŽƵůĚŶ͛ƚǁĂƐƚĞŝƚ͘/ĨĞůƚĂƉŝůĞŽĨ
expectations hanging over me....
Stage 2: Acclimatisation
The first two days involved the team meeting each other, discussing the projects and our feelings
about it, and learning a bit more about development.
One of my initial realisations at this point was that the process would be just as important as the
final output. The experience of learning from each other, in a way, mattered as much as what we
produced. A key factor of development is about listening to all perspectives and gaining consensus
more than being single-‐minded to achieve a goal.
We did plenty of discussions about how we were feeling about the project. Through that, I saw how
nervous everyone else was feeling ʹ both Inata students and GRP participants so I knew it was
important that I stayed positive from the start.
We did lots of group exercises where we
thought about what would be important
to remember throughout the project,
how we should behave etc.
The project timeline
Week 1 Week 2 Week 3 Week 4 Week 5
(3 days)
Training Preparing Concept Design &
Bonding brief development finalise Final
Visiting/ Briefing Creative pieces of presentation
observing Brainstorm development campaign Evaluation
GRP Thinking of Explore Handover
future media costs
projects
We worked on a skeleton framework as part of the training to have a sense of how to divide our time.
We managed to roughly stick to this.
Adapting to my new life:
Beyond work, there was also plenty for me to get my head around ʹ adapting to life with the family (lots of
people, lots of noise, fitting in to their routines), life in Brasilia Teimosa (bottom left) which was also busy and
noisy, getting used to communicating entirely in Portuguese, no matter how slow or frustrating that was,
getting used to the heat, the pace of life, and the weird and wonderful food!
Stage 3: Preparing the brief
This was a really exciting part of the project for me, as we got to spend lots of time
with GRP, observing their programmes, going out onto the streets to meet the kids,
into the favelas to meet their families, and out into the countryside to see the Vida
Nova centre where lots of the work takes place. It was often challenging in terms of
what we saw, but it became so clear that a) GRP is doing something crucial b) they
barely have enough money to keep going.
Getting to know GRP ʹ the places
The Inata team and I
Getting to know GRP ʹ the people
Getting to
know GRP ʹ
the children
The Inata students and I spent time

with the kids, just getting to know
some of them, talking to them about
their lives before, and their dreams
and aspirations for the future.
The children are totally vulnerable
Family difficulties
No security
Risk of drugs
No money
Risk of prostitution
Bad education in schools
Violence
Loss of hope: Solitude Loss of self-esteem
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WRXQLYHUVLW\´ (these were the words of a 12 year
(this was a piece of graffiti on the walls of a ROGER\EHIRUHKH¶GVWDUWHGWKH*53
youth correction facility, which are notoriously process)
horrific)
But above all, they are just children
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³I want to buy a motorbike´ %DUFHORQD´
Marcio, currently participating in Eurípedes, currently
the GRP 2 day process part of GRP residential process
Having fun on the Vida Nova site
We lent our cameras to some of the children while we were there. They went off
photographing us, themselves, each other, the plants and animals of the site. When I got
home, I realised some had even made this little film recording! It was a real reminder to
me that the situation of the streets, not the children themselves, is the thing to despise .
GRP -‐ the facts
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history, objectives, work and structure. We went through piles of old reports to find the few
statistics they did have, to help prove their success and spoke to many people within the
organisation to hear their thoughts.
A non-‐profit, non-‐government organisation with 23 years of experience (founded

in 1987)
A known expert in working with street children and adolescents in Brazil, with a
consistent pedagological approach without shifts or scandals.
The mission: To educate children and adolescents in the streets and squares of
Recife and to stimulate their desires and dreams. To promote citizenship and the
construction of new lives for a better future.
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Street
education
Political
Family social work
Articulation
Vida Nova
Educational Centre
Street Get to know the history and lives of the children and adolescents through cultural
Education and educational activities in the streets and squares of Recife.
Encourage children and adolescents to reintegrate into their families. The families
Family learn about their rights and are guided towards public services so as to guarantee
Social Work their citizenship.
Vida Nova Rural space where children and adolescents participate in an educational
process with learning workshops (farming, art, music, school) and receive
Educational
therapeutic assistance too. 2 day, 5 day, residential and reintegration
Centre
processes.
Intervene and propose quality public policies and guarantee the rights of
Political children and adolescents through participation in advisory councils, forums
Articulation and partnerships.
The programmes are successful
Between 2005 ʹ 2008:
GRP helped over 1462 children and adolescents on the street and at the
site.
They helped over 660 families.
They helped over 489 children and adolescents to get shelter and return
home.
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But to do that they need financial support and a wide range of donations,
from food, cleaning products, clothes, volunteers and specialist help (e.g.
psychologists)
What communications do they do already? Very little. There is occasional
press coverage in local media; they have badges and old leaflets for
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raise a bit of extra cash, using donated products.
Tone of comms is always purely factual with little appeal for help/emotional
pull.
They have never done an assessment of the effectiveness of any of their

communications.
Our observations about GRP
Our visits to the children and their families were often very moving and thought-‐provoking. We felt these
anecdotal observations were just as important as fact-‐finding in terms of getting to the heart of the issue.
One of the most striking things was to see hope emerging in the children who were further along the GRP
process. I met some boys at the start who had nothing to say, no dreams for the future, a strong sense of
futility. The kids on the site were full of energy, life and thoughts about what they would do next. We
wanted to capture this positivity in the work we created, as we felt this was at the core of the brand.
The other key observation was that every little helps. Beyond simply money, people can donate a bag of
rice, a bar of soap, some pencils, anything will help. This seemed to mirror the fact that the issue of street
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Key insights from brand work
GRP is an institution worthy of respect ʹ it has
unsung authority in this area.
The work GRP centres around positivity and a
bright view of the future.
Attitudes of the children and their families
Educational processes
Attitude of staff
The core belief is about empowering the
young people to build a better life for
themselves.
The target audience
Key audiences
Children
Universities Individuals
Families (Brazil)
Other NGOs
Individuals
(international)
Local communities
Government
Private Sector
Middle Class people of Recife
= good relationship
= some relationship but could be grown
= no current relationship, communication priority
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in the issue, but more distant audiences, eg those from more affluent backgrounds/business etc had not been
involved despite being able to potentially help a lot. Given the need for funds, this was therefore the priority
area.
Longer term we gave some advice on making use of broader audiences, e.g. International donations from
individuals and throughout the rest of Brazil.
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This is the largest part of the population, and could
significantly contribute towards the NGO. Currently
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Pen Portrait 1
We created two pen portraits as sense-checks during brainstorming, to make the audience feel
more real, and to keep in mind the diversity within the target. We also did it to help us think
about when the target would be most open to contact.
Mirela, 20 years old.

ͻ Studies at a private university.
ͻHas a paid internship in a company.
ͻLives with her parents and 2 brothers.
ͻGoes by bus to university from time to time, but normally
tries to get a lift with friends, as her parents are using the car.
ͻ^ŚĞ͛ƐďƵƐǇĂůůĚĂǇǁŝƚŚĐůĂƐƐĞƐĂŶĚƚŚĞŝŶƚĞƌŶƐŚŝƉ͕ƐŽǁŚĞŶ
the weekend comes, she goes out to clubs, to the Mall or
other lively areas with her friends.
Pen Portrait #2
Ednaldo, 50 years old.
ͻ He is a civil servant.
ͻHe lives with his wife and their two children in an
apartment in Boa Viagem. They are his number one
priority.
ͻ He travels to work by car. Whenever he can, he always
drops his kids at school. His wife also has a car.
ͻ When not working, he does household chores with his
wife.
ͻAt the weekend, he likes spending time with his family,
and they try to go out on Sundays for lunch in a restaurant,
or a trip to the cinema or somthing similar.
Does the target know about street
children?
They are the social group that is
furthest removed from GRP and the
work that it does.
However they see street children every day ʹ

they pass by in their cars, or on the bus, they
are asked for money, perhaps they have been
assaulted by them in the past ʹ they are part
of the city they live in.
The target knows there is an ongoing

issue with street children:
± Of an enormous scale.
± Complex issue with many factors to
consider
± No clear or speedy solution
From conversations with friends and family, we discovered a general sense of the problem being too
large to solve and a general sense that it made people feel very uncomfortable as a topic
Broader consideration
There is no culture of donation in Brazil: it is not common behaviour, so people are
suspicious about giving their money to unknown sources.
Financial systems are not in place to make financial donations easy either ʹ direct
debits and bank transfers all have significant fees and paypal is not well known yet.
Target Survey
We used a free online survey tool, www. Surveygizmo.com, to get further insight into our
target audience We used the personal networks of the Inata students, who were part of the
target audience themselves, to disperse this to friends & family within the city. We got nearly
100 responses.
Key learnings from the survey (respondents were Brazilian, middle class, living in Recife)
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dŚĞŵĂũŽƌŝƚǇŽĨƉĞŽƉůĞǀŽƚĞĚ͚ϲ͛ŽŶĂƐĐĂůĞŽĨϭ-‐10 in terms of how optimistic they felt about the future of
Brazil.
85% said they liked Recife.
The majority of people said that if they could change one thing about Recife it would be safety.
When a street child approaches them in the street, the majority of people feel uncomfortable.
When asked what they do when asked for money by street children, the answers were fairly divided, the
majority answering that they do not give money but they do apologise (29%).
DŽƐƚƉĞŽƉůĞƐĂŝĚƚŚĂƚƚŚĞǇŚĂĚŶ͛ƚĞǀĞƌƚŚŽƵŐŚƚŽĨŚĞůƉŝŶŐĂŶE'K͘
Key Insights from Target
This topic makes them feel uncomfortable
They see the negatives of the situation(personal safety, guilt, fear of assault,
beggar children) but not the positives lying beneath (the personalities of the
children, their hopes etc).
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dŚĞǇŚĂǀĞŶ͛ƚŚĞĂƌĚŽĨ'ZW͘
Further inspiration
We also did an analysis of previous campaigns in this category, from a range of other NGOs or
causes that seek to change behaviour. This helped us to understand what approaches people
have used in the past and the emotional impact they might have on the target.
Many use shock tactics
Some make you think
Some use a lighter touch
Story Wall at Chelsea

Flower Show made by
homeless people
Some encourage action
Projeto Doe Palavras (Project Donate Words): Tweets with

hashtag #doepalavras are shown on screens throughout
Mario Penna Hospital in places where people need support,
eg in chemotherapy units etc. Anyone can send messages of
encouragement.
Amnesty International Poland did letter-writing campaign. To
encourage people to send they put doors on front of
postboxes ± as if your letter was landing directly on the
SROLWLFLDQ¶VGRRUPDW
Head & Shoulders POP installation

showing picture of your own hairline
to encourage purchase!
Key insights from comms review
Shocking messages have impact but can perpetuate certain preconceptions.
It is possible to be thought-‐provoking using metaphor and comparison.
It is possible to use positive imagery and still be memorable.
We need to make it as easy as possible for people to help.
STAGE 4: THE BRIEFING &
CONCEPT DEVELOPMENT
This was a challenging phase! In contrast to the way this process normally works, there was
endless discussion and conversation about what the most important elements of focus
were and what approach we should adopt. Our briefing session lasted nearly 4 hours
despite my best attempts to rein it in! But it was an important process, especially for the
GRP team to actually reflect on how they wanted to be perceived vs the Inata team and
myself trying to remind that certain perceptions & prejudices would exist among the
target, however unappealing that might be.
Our Strategy
To raise profile of GRP:
Raise awareness of it:
Raise trust in it
To show that GRP represents hope and positivity for individuals and for the city of Recife
To empower young people through comms:

Involving them in process
Creating positive images that do not reinforce stereotypes & giving them a voice
To make it easier for target to get involved:

Appeal in a non-‐confrontational way
Make the problem feel individual and achievable, not complex and overwhelming.
The summary of the brief
To appeal to the middle classes of Recife in order to:
1. Raise awareness of 2. Give them a different 3. Inform them about

GRP & what it does perspective on street what they can do to
children help
Key outcome: Bring them closer to the issue. Make them feel they can make a difference.
= integrity, authority, action
Tone of communications = personal, positive, welcoming, active
Mandatory:
Must have a call to action
Must create positive images of the children
Campaign Structure
We needed to think about the levels of interest of our audience and take them on a journey
of persuasion. We had to be realistic about the fact that most people would see, some may
want to read more and only a few would actually help.
We agreed that the first two were immediately achievable but the latter was more of a long-
term task.
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You have my attention attention
E.g. Paid media, social media
I am interested in Elements to provide more detail & gain trust

learning more Ex.:. Website, face-to-face, pamphlets, press
coverage
I want to do
something Define simple & convenient ways that people can help.
THE BRIEFING!
Our concept
After some brainstorming and creative exploration back at Inata HQ, we
considered a few creative routes, before jointly agreeing on our final
route:
THE FUTURE
PROGRESS
POTENTIAL CITIZENSHIP
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ĐŚĂŶŐĞƚŚĞŝƌĨƵƚƵƌĞ͟
Show that street children can have a future, that is it possible to help them, that all is
not lost and that they can learn and grow in life too. They have a role in society
and can pursue their dreams. And people can help to build the future and realise
the dreams of these children through Grupo Ruas e Praças.
Style considerations
After some discussion, we decided to adopt a cinematic look & feel to the work.
Target feels detached from the topic, so we could play with that sense of distance.
Cinema is a key part of middle class life (especially in Recife with its burgeoning film industry,
festivals etc
Allows us to be eye-‐catching, and use surprise.
Associations of dreams, fantasies, possibility.
So we explored the visuals & language of the film world to try and emulate it in
our work.
STAGE 5: CREATIVE
DEVELOPMENT & PRODUCTION
This was manic and where the lack of time really hit us. We basically had a week to make
everything! But somehow we pulled it together.
We made use of some of the other departments at Aeso, to use free TV and radio
recording equipment and expertise, plus editing software, a voice-‐over artist and film
crew, which helped us enormously!
Deciding on the campaign pieces
We only had ZΨϮ͕ϳϰϬƚŽǁŽƌŬǁŝƚŚ͕ƐŽǁĞĐŽƵůĚŶ͛ƚďĞŽǀĞƌůǇĂŵďŝƚŝŽƵƐŝŶƚĞƌŵƐŽĨ
what we created.
We measured what we wanted to do against our key objectives:
Raise profile of GRP
Empower the young people
Make it easy for target to get involved.
We also knew we had to be as clever with media as possible. We set about
contacting media/print companies to see what deals we could negotiate.
Our creative tasks
Element Why Cost
Redesign logo Raise profile/credibility of GRP Free
Posters Raise awareness/eye-‐catching Print costs.

Involve young people Likely can ask people to place in
restaurants/cafes/faculties for free.
Pamphlets More detail on GRP to gain trust Print costs.
Short film for Youtube Raise awareness Free (place on Youtube)
Involve young people
Provide detail on GRP
Radio clip Raise awareness on GRP Free to make.
Need to negotiate free/reduced slot.
Social media Raise awareness Free. Use personal networks/university
contacts to add weight to campaign ʹ
forwarding film on to friends etc. Film
also asks people to forward it on to their
friends.
Press Release Use contacts to raise awareness & Free -‐
provide detail on GRP
Deciding how to use the budget:
R$2740
We did quite extensive exploration of media
options, using contacts and cold-‐calling. We
managed to get significant reductions to help the
budget go further.
We wanted to use a professional photographer to

ensure quality images for the collateral. We used a
friend of a friend and negotiated hard for a reduced
rate: Fotógrafo: R$57,20
Posters: 3,000 posters, 30x42cm, 4 colour printing,

high quality paper: R$870
Leaflets: 4000 leaflets, 20x21cm open (10x21

closed), 4/4 colour printing, high quality paper, 1
fold: R$930
Remaining: R$ 882 (to be used at later date)

This can either be used to print more of
above elements
Alternatively use other media: Backbus
wrap R$400 for a month, small street sign
R$150 for a month
Explore radio spot costs etc
Consider repainting GRP minibus, making
use of front of Recife HQ etc.
A new logo
We wanted to maintain the essence of the logo (it had been created by GRP themselves & people working
for and with them knew it well) but wanted to give it a more professional air of authority to help them with
future fundraising.
We also included the name of the NGO and their slogan since these were sometimes absent from the
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We also changed the direction of the road so that it reflected our concept of the future ± the children are
heading forward towards a brighter place.
This logo will be used on all future comms, on their staff uniforms (which are currently being reprinted) and
on all brand properties.
Radio
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student with some experience. We needed a VO for the film, but we also used
the opportunity to record a quick radio clip, for future use if more comms budget
arose (as client had advised it may do in following months).
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Ruas e Pracas works to help young children and adolescents on the streets.
Help GRP to give this story a happy ending. Make donations, rescue lives.
Grupo Ruas e Pracas, restoring citizenship (+ phone + URL)
Poster
Reads: The rescue of a life.
(Above: He only needed a chance to change

his story).
Below (This story is not based on real facts,

it is real. Grupo Ruas e Pracas restores
citizenship to children and adolescents living
on the streets.
Help to create a happy ending for many
more stories.
Give money, clothing, food and support.
Watch our film on Youtube by searching
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Leaflet (front cover)
The rescue of a life. He only needed a chance to change his story.
ĐĐĞƐƐŽŶzŽƵdƵďĞ͕͚'ƌƵƉŽZƵĂƐĞWƌĂĐĂƐ͛
NB: Man featured is Luan, who passed through the GRP process and now has a home, wife and family.
Leaflet (inside pages)
Leading text reads:
:ŽŝŶƵƐ͕ŝƚ͛ƐƚŚĞƚŝŵĞƚŽĚŽ
something for street children &
adolescents. The situation can
change. Get involved!
The NGO GRP has existed for 23 years,
and we have developed activity of
social reintegration for street
children & adolescents. In the last 3
years, we have helped restore the
citizenship of 1,462 young people in
Recife and around a third of those
returned to their families or found
shelter. There are still many young
people on the streets, hungry and
vulnerable and dreaming of a more
dignified and stable life. We need
your help to make this happen, by
donations of money, objects, food,
clothing or even volunteering. The
future of these children is changing
from now, you just need to act.
+ details on 4 programmes of activity.
Images are 2 children who passed through process and now have homes, jobs, families + Rosilene from GRP
Leaflet (back cover)
/ŶƚƌŽƚĞǆƚƌĞĂĚƐ͚͗/ĂŵŐŽŝŶŐƚŽĐŚĂŶŐĞƚŚĞĨƵƚƵƌĞŶŽǁ
ĂŶĚƌĞƐƚŽƌĞĐŝƚŝǌĞŶƐŚŝƉƚŽƐƚƌĞĞƚĐŚŝůĚƌĞŶ͛
Filme
Overview: Film is approx 2 minutes long, using a combination of video, photos, voice over
and music. The start of the film is more dramatic, to echo the tone of the campaign and feel
filmic. Then the film transforms into more of a documentary with interviews of key people
and positive testimonials as well as information about GRP. The film end with calls to action
and an appeal to pass the film on to others to spread the word.
We gathered ex-‐'ZWƉĂƌƚŝĐŝƉĂŶƚƐ͕͚ƐƵĐĐĞƐƐƐƚŽƌŝĞƐ͛ĨƌŽŵƚŚĞƉƌŽĐĞƐƐ͕ƚŽƵƐĞĂƐƌĞĂůĞǀŝĚĞŶĐĞ
that the process works and the slogan is true ʹ lives and dreams really are restored.
We also interviewed key staff members themselves and a supporting lawyer who has worked
with them previously to add credibility and authority to the organisation.
THE MAKING OF...
FILM
The film was a rough cut when I left, but the team were completing the final edits and
the link will be added here when complete.
I will also add translations, once the film is finalised.

Press Release
Translation:
͚'ƌƵƉŽZƵĂƐĞWƌĂĐĂƐŝƐĂŶE'KǁŚŽƐĞŵĂŝŶŐŽĂůŝƐƚŽĞĚƵĐĂƚĞǀƵůŶĞƌĂďůĞƐƚƌĞĞƚĐŚŝůĚƌĞŶĂŶĚ
adolescents The NGO uses arts and culture to help build citizenship, helping the children
create new activity in their life for a better future. Currently there are 4 areas of activity in
the NGO: street education, socio-‐familial work, the Vida Nova education centre and political
articulation.
During the month of April, Inata, experimental advertising agency of AESO-‐Barros Melo
University, together with the social enterprise TIE and UK communications professional
Micha Colombo, created a communication plan for GRP. This project was carried out to
demonstrate the role of the NGO in society and to encourage people to help, because the
future of these children depends on us and our willingness to help them.
A campaign is being launched by GRP to show that these children can have a future, that they
just need to be given a chance. It includes interviews with people who were street children
and who now have stable lives, thanks to GRP.
GRP needs people to give what they can, be that money, clothing, food or other items. For more
details, visit our site www.ruasepracas.org. For those wishing to learn more, you can also
watch our video on YouTube by searching for Grupo Ruas e Pracas. (add link).
MY PRESENTATION
During the project, I also gave a presentation to the university students and the local
communications industry. I set myself the challenge of doing it all in Portuguese,
and I managed it! It was a useful lesson in how you can actually simplify most
ƚŚŝŶŐƐŝŶƚŽŽƌĚŝŶĂƌǇůĂŶŐƵĂŐĞĂŶĚƚŚĂƚũĂƌŐŽŶŽĨƚĞŶŐĞƚƐŝŶƚŚĞǁĂǇŽĨǁŚĂƚǇŽƵ͛ƌĞ
trying to say.
Stage 6 : Making it sustainable
It was frustrating not being able to hand everthing over 100% completed ʹ time eventually
got the better of us. So in lieu of more time, I did my best to firstly pull together an action
plan for the remainder of the campaign requirements to help the remaining team pull it
ƚŽŐĞƚŚĞƌ͘/ƚǁĂƐĐƌƵĐŝĂůƚŚĂƚƚŚĞǁŽƌŬĚŝĚŶ͛ƚĚŝĞƐŝŵƉůǇďĞĐĂƵƐĞ/ǁĂƐŶŽůŽŶŐĞƌƚŚĞƌĞƚŽ
push it forward. I really wanted to make the impact sustainable and to encourage the
others to take over the activity without it feeling daunting.
In addition, I had been working in parallel throughout the placement on a
͚ĐŽŵŵƵŶŝĐĂƚŝŽŶƐƚŽŽůŬŝƚ͛ʹ this was essentially a separate consultancy project detailing
suggestions to improve process, creating useful documents and suggesting future areas to
work on.
Finishing the campaign ʹ my handover
action plan
03-‐07/05/10 10-‐15/05/10
Finalise all artwork, approve press release, email, Print all posters & leaflets
blog post about campaign
Place final edit of film onto Youtube Use remaining budget to buy more media
Goal 1: All materials finished, approved and printed by 15/05/2010
16-‐20/05/10 23-‐27/05/10
Give posters to restaurants, bars, shops,
independent cinemas/theatres near All team members send Youtube link to friends &
GRP/appropriate to target + send to family
contacts in local unis Send tweets about campaign launch
Create facebook page & all facebook members add
Give leaflets to partners & try and place in local link to profile
restaurants (with bill)
Send press release to all media contacts + link to

film (and send to list of local bloggers too)
Goal 2: Launch campaign: 27/05/2010

Communications Toolkit
I created this pack to help GRP continue comms work into the future. It contained:
Communications overview including: role of comms, objectives, audiences, assets,
evaluation techniques & criteria
Projects for the future, with advice on how to get started:
Rolling out the new brand
Content creation
Facilitating individual donation (including Paypal)
Building local partnerships with restaurants & supermarkets
Pitching to the private sector for funding
Creating an evaluation process for all comms activity
A list of useful documents:

Pitch document summarising GRP for events, media, partners, private sector (in English & Portuguese)
Detalied briefing on GRP to help future volunteers, TIE people etc (in English & portuguese)
Details of case study of recent child in Caruaru ʹ basis of key piece of content for site
List of potential local partners & some contact details
All TIE project presentations, photos, videos, work
Survey results.
Stage 7: Evaluation
It took me quite a while to be able to reflect calmly on my experience in Recife. It threw up
so many challenging thoughts, I was tested in so many ways that for days, weeks (probably
for a long time still) my mind was racing with thought and unable to reach clear
conclusions.
I completed a massive evaluation form for Philippa that was a braindump of some initial
thoughts, but I still think and realise more things about the experience, even now I am
back in the UK.
And there are lots of things I would like to have done better on the project!
GOING HOME
My Own Reflections
Some of the things I came away with:
<RXFDQRYHUSODQ6RPHWLPHVLW¶VEHVWWRMXVWZDLWDQGVHH
Be empathetic to the needs/motivations of others first and foremost.
Be positive in the face of it all. See the funny side (otherwise you cry).
Be clear, specific and directional when allocating tasks.
Find ways to get work straight out of your system (long runs along the beach at
sunset did the trick I found! Either that or a strong caipirinha).
Learn how you like to work ± I need time to reflect before giving opinions so I learnt
to plan that into schedules.
Explain things as simply as you possibly can. Jargon stinks, no matter what the
language .
%H\RXUVHOIDQGOHWRWKHUVEHWKHPVHOYHV,OHDUQW\RXFDQ¶WFKDQJHVRPHRQH¶V
approach to punctuality, no matter how hard I tried...).
Be approachable, be organised, be open, be humble.
,KRQHVWO\FDQ¶WVD\HQRXJKKRZIDQWDVWLFWKLVH[SHULHQFHZDV,KRSH,PDGHDQLPSDFW,
know it made a massive impact on me.
What next?
I am still chasing the teams to just finish off the final tasks in order for the
campaign to launch, we are really nearly there!
Want to know what you can do?
1) Visit their site and donate if you wish. www.ruasepracas.org

2) Tell others about GRP and what they do
3) Go over to Recife and help out ʹ you know you want to....
THE END?

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An adventure in Recife

 Grupo Ruas e Praças (GRP)

 Empowering children & adolescents living on

 Methodology is reference for public policies

Me: Full time

April 5th ± May 5th 2010: Campaign budget: R$2,740 (£1000) ±

I contacted friends and family, explaining the background to the project,

I need to You need to

/ƚ͛ƐƵƉƚŽǇŽƵ I need to get

The Inata students and I spent time

Loss of hope: Solitude Loss of self-esteem

 A non-­‐profit, non-­‐government organisation with 23 years of experience (founded

They have never done an assessment of the effectiveness of any of their

Mirela, 20 years old.

However they see street children every day ʹ

The target knows there is an ongoing

Story Wall at Chelsea

Projeto Doe Palavras (Project Donate Words): Tweets with

Head & Shoulders POP installation

 To empower young people through comms:

 To make it easier for target to get involved:

1. Raise awareness of 2. Give them a different 3. Inform them about

= integrity, authority, action

Tone of communications = personal, positive, welcoming, active

I am interested in Elements to provide more detail & gain trust

Posters Raise awareness/eye-­‐catching Print costs.

 We wanted to use a professional photographer to

 Posters: 3,000 posters, 30x42cm, 4 colour printing,

 Leaflets: 4000 leaflets, 20x21cm open (10x21

 Remaining: R$ 882 (to be used at later date)

Reads: The rescue of a life.

(Above: He only needed a chance to change

Below (This story is not based on real facts,

I will also add translations, once the film is finalised.

Send press release to all media contacts + link to

Goal 2: Launch campaign: 27/05/2010

 A list of useful documents:

Want to know what you can do?

1) Visit their site and donate if you wish. www.ruasepracas.org

You might also like

Grupo Ruas e Praças (GRP)

Empowering children & adolescents living on

Methodology is reference for public policies

Me: Full time

A non-‐profit, non-‐government organisation with 23 years of experience (founded

To empower young people through comms:

To make it easier for target to get involved:

Posters Raise awareness/eye-‐catching Print costs.

We wanted to use a professional photographer to

Posters: 3,000 posters, 30x42cm, 4 colour printing,

Leaflets: 4000 leaflets, 20x21cm open (10x21

Remaining: R$ 882 (to be used at later date)

A list of useful documents: