Communication Goals:

•Increase awareness

•Increase Facebook Mission page fans and activity

•Generate donations

TV:

•TV Media Plan using 30 different spots featuring Portuguese celebrities promoting Leopoldina’s cooking book;

•Product placement using Leopoldinas’s book in soap operas;

•Participation in a morning show with special guests urging viewers to participate, cooking demonstrations by professional Chefs and testimonials by children and seniors helped by the Project;

•Missão Sorriso Night TV Event: one-night event broadcasted, hosted by two famous TVI channel presenters, including several performances of national celebrities, inviting consumers to donate money (phone calls).

Radio:

Media Plan with testimonials that benefited from Missão Sorriso’s work appealing to listeners to donate.

In store:

Floor stickers, hanging posters, PA announcements, live cooking demonstrations.

Digital:

•Facebook application where consumers could upload photos of their smiles. For every photo uploaded, 0.25€ would be donated to Missão Sorriso

•Facebook application that allowed users to create Missão Sorriso Christmas e-card

Missão Sorriso 2012 achieved a new fundraising record!

Fundraising: €1.4 million (+133% vs 2011)

300.000 Leopoldina books sold

4.000 Gift Cards bought

700.000 phone calls made

500.000€ in food donated

313 news were generated

€27million worth in AEV (+61% vs 2011)

Website:

1.5 million votes on projects

201.000 site visits

1.2million page views

Facebook:

20.772 “smilingphotos” uploaded

3.208 Christmas e-cards created

323.500 likes

93% positive comments

Last trimester biggest growth campaign

Missão Sorriso 2012 became one of the social causes with the biggest awareness levels in Portugal, and Leopoldina the most well-known mascot in the country.