To call public attention to the work of INATAA, we decided to extend the scope of the NGO’s medical treatment, placing its as-yet-little-known “therapy using dogs” into one of the hottest current topics of debate: the sad reality of millions of war refugees, many of whom are children. Thus, we took the dog therapists to a place that would be impossible to ignore, creating a worldwide pioneering medical treatment - a therapy, 100% with dogs, directed to the emotional necessities of refugees. To promote this initiative, we launched the film “Welcome Ibrahim”, which tells the story of a Syrian child, fleeing from the war to Brazil. The message “while men discuss whether to open or close borders, dogs set the example” closes the film, inviting people to donate and learn more about INATAA’s “refugee’s best friend project”.

Our execution boasted two complementary and inseparable fronts: 1) the creation of the new therapy – the refugee’s best friend project – with dogs directed towards the refugees and their needs, involving the consultancy and participation of psychologists, speech therapists, physiotherapists, therapists, shelter staff and the city hall. The therapy sessions have been scheduled fortnightly, guaranteeing the treatment of dozens of refugees each month in shelters spread across São Paulo, 2) the launching of an awareness campaign, capable of generating involvement with the public (donations) and having the film “Welcome Ibrahim” as its flagship, shown on TV, the Internet and social media.

The lessons dogs teach us provoked an immediate reaction in the press, helping to disseminate the activities of both INATAA as well as the debate concerning the question of refugees in the country, generating awareness and involvement from the general public:

3 times more engagement and interaction in the social media;

Increase of 37% in donations;

B2B – important conquests in gaining new partners for the NGO (TI, graphics, content producers, digital channels, media channels, etc.)