We created CNA its own platform, capable of maintaining a listing of registered homes, conduct conversations with voice and video and store the content for CNA teachers to evaluate it afterwards.

The solidary aspect of the campaign stimulated online sharing. Some people have known CNA for ages, but for the first time they felt involvement with the brand. The project also created a market differential, highlighting the client as the only one to offer such a rich experience and learning among over 10 competitors. With that, we drew new enrolments and raised the relationship between the school and students to a whole new level, not only based on location and price.

English courses have multiplied in Brazil, due to the World Cup and the Olympics. On the one hand it is bad because it left CNA with about 10 competitors. On the other, it is very good, because the competition made prices more affordable, allowing low-income people to study English. So we thought: how to offer these people, who can’t travel, such an enriching contact with natives? By putting them to talk on the internet with another group of people who also want to have someone to talk to: the residents of American rest homes. From there we created the Speaking Exchange, a supportive and educational exercise at the same time, which makes students’ English skills better, brings friendship and attention to the elderly and creates a unique differential that highlights CNA among its competitors.