In São Paulo there isn’t any restriction regarding the content developed in this campaign.

All CNA’s 500,000 students want to speak English fluently. But not all of them can travel abroad to practice. Then how could we offer those students such a rich experience with natives? The solution came when we thought about a group of people who also wish to have someone to talk to: elderly people who live in rest homes in the USA. That’s when we created the Speaking Exchange: an educational project that connects students and the elderly on the internet. Making a conversational exercise be also an act of solidarity and personal growth. An exchange where everybody wins.

The general audience was taken to the content through our press release, sites that advertised the project and the video’s repercussion on social networks.

We had institutional, market and relationship gains with the students. The institutional is given the solidary aspect of the campaign, with strong positive impact on the brand’s image, in mentions on social networks and spontaneous media. Market for creating an educational differential, which highlights the school among the competitors and makes it nearer to the digital environment. And the relationship with students gain, because now they have an activity with which they get involved deeply, making the relationship with the school more than a matter of location and price.