Cannes Lions

Self-esteem Code

F/NAZCA SAATCHI & SAATCHI, Sao Paulo / FUNDACAO LACO ROSA / 2019

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Overview

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Overview

Background

Pink Ribbon Foundation, an organization that fights against breast cancer, needed donations to continue offering wigs to the patients, very expensive items that help to keep their self-esteem during the fight against the disease. Our challenge was to create an idea that, besides raising the awareness of the people, would overcome the problems that usually hinder a donation: the difficulty to make the donation, a lack of transparency regarding the destination of the money and an outdated approach.

Idea

Pink Ribbon Foundation has installed interactive panels that receive donations at the same time as it shows the power of a contribution. From a distance, the piece is an enormous barcode, which can be paid for using a bank app on the cell phone. But, up close, it is possible to read the names of women patients who receive wigs from the Foundation. Therefore, what was a queue of women in the layout becomes a donation in that same instant. (In Brazil, most payments are made through barcodes read by a bank app on a smartphone).

Strategy

The panels were strategically installed in waiting rooms at airports. Due to the large flow of people, the buying power of this public (traveling by plane is expensive in Brazil), and the fact that while waiting for a flight they are more prone to interacting.

Execution

On March 15th, panels were installed at the airports of Curitiba and Ribeirão Preto.

Outcome

Donations at all the locations where the panels were installed.

Funding for more wigs. The website of the NGO, which the piece also mentioned, had a 10% increase in visits, with people staying twice the time: 3’13 minutes vs 1’15 minutes.

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