JWT’s AnxietyIndex is designed as a place to discuss how brands and consumers are responding to the global recession. With daily content updates, AnxietyIndex.com includes contributions from around JWT’s network, offering a truly global perspective.
Roughly 6 percent of Brazilians (more than 11 million people) live in favelas, or shantytowns, which often lack basic services. Many of these residents are among Brazil’s emerging middle class. Brands are starting to see opportunities to improve infrastructure and services in these neighborhoods, an idea we highlighted in one of our 10 Trends for 2011, Creative Urban Renewal.
Recently, JWT London and Shell did just that by installing a first-of-its-kind electricity-generating football/soccer pitch in Rio de Janeiro’s Morro da Mineira favela. Kinetic tiles capture the energy generated by players running on the pitch, and in tandem with solar power, this charges floodlights—allowing youngsters to keep playing safely into the evening.
At a time when CSR and traditional marketing efforts are meshing, Creative Urban Renewal projects present ways for brands to both help communities and position themselves as innovative and original. In this case, Shell is able to illustrate its “Make the Future” initiative, which aims to “inspire a new wave of scientists and engineers to create a smarter, cleaner energy future for our planet.” These projects tend to be sustainable, fun, educational and interactive—key attributes for brands.
Who wants to think about having their organs removed after death? It’s an anxiety-provoking notion, even if many people believe that donating organs is a good idea in theory. A Cannes Grand Prix-winning campaign out of Brazil has helped to remove that anxiety by giving soccer fans a compelling reason to sign a donation card: the ability to become “immortal fans” of their favorite soccer club, keeping their passion alive.
Organ donor cards were distributed to fans of Sport Club Recife at the stadium, through a Facebook app or through the mail. The integrated campaign featured real patients on transplant waiting lists promising to be loyal fans, thus giving people a real connection and reason to donate. Having their hearts continue to beat for Sport Club Recife is a concept that hits close to home for many ardent fans. As one says in the case study video, “First God, second Sport Club Recife, third family, fourth work.”
By getting Sport Club Recife fans to feel they are helping their team by signing a donation card, the campaign succeeded in making people more at ease and even excited about becoming a donor. So much so that more than 51,000 organ donor cards have been distributed to date, and organ donations increased by 54 percent in one year.