Titanium > Titanium and Integrated
TERRA VIP
DDB BRASIL, Sao Paulo / TERRA PORTAL / 2013
Awards:
Overview
Credits
Overview
CampaignDescription
In the Brazilian slums 10 million people don´t have computers at home and depend on community centers to access the Internet. These centers are public spaces with no privacy, creating a serious matter. i.e. when do you ever access your bank online with people staring at your screen? Privacy is the key to take the best the Internet can offer. Taking that into consideration, Terra, one of Brazil’s largest content portals, realized: What if there were a way to democratize the digital privacy in the slums?
That’s when Terra VIP was born. A project inside the Paraisopolis slums designed to help its 100 thousand residents. We installed new monitor in all community centers of Paraisopolis that works almost magically: those who look at the monitor with bare eyes don’t see anything; those who look at it wearing special goggles see everything, providing the person wearing the special goggles with privacy during their session.
Effectiveness
Terra, Brazil’s largest content portal, thinks it is essential to use every opportunity to remind people that the brand exists to provide the best of what the Internet can offer. And, sometimes, the best way to talk about something is by doing something. Terra VIP project succeeded. Because in addition to expressing its concerns with the cause in a “hands on” way, its gesture also strengthens the brand’s image which is now innovative and socially responsible.
Today 100 thousand people from the Paraisopolis’ community can access their online banking, open private emails and visit social networks with complete privacy. And thinking practically, since all the raw material to build the “private monitors” is in the monitors themselves, we have a sustainable and measurable solution.
Implementation
11 march 2012: 1st test with the monitor
12 march 2012: first tests with the special goggles
19 march 2012: first prototype ready
25 march 2012: tests with monitors' polarizing films of various brands
11 June 2012: baseline to understand the best slum (favela) to carry the project
October, November and December 2012: negotiation with community leaders from the slums
7 January 2013: Paraisopolis favela was chosen to receive the Terra VIP monitors
January and February 2013: beggining of the work to build all the monitors
February 2013: manufacturing of the special goggles
22 april 2013: monitors installed in the community centers of Paraisopolis favela
22 april 2013: coverage of the launch of the action in the Terra website.
23 april 2013: launch of the video on YouTube, spreading the action
End of april and may 2013: PR coverage in the country's largest vehicles of Internet and TV
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