Description
Get Ready With MARAS is a movement created by the agency AKM from Brazil for ASMARA, a social project of Gerando Falcões, focused on empowering women from Brazilian favelas through financial independence.
Donated clothes become inventory, inventory becomes sales, and sales become income—transforming donations into dignity.
The problem was that clothing donations had become a form of disposal: many people donated stained, torn, or unusable items, which generated neither revenue nor opportunities.
So, we leveraged a dominant digital behavior, the "Get Ready With Me" trend—and reformulated it with a simple question:
Before donating, ask yourself: "Would I wear this today?" If the answer is no, don't donate.
The “Get Ready with Maras” movement spread rapidly among content creators and influencers and subsequently reached national prime time television through TV Globo's Big Brother Brasil (BBB25), when host Tadeu Schmidt donated clothes live on air, transforming a social trend into a national debate.
Key results:
-Average investment of US$0
-US$600,000 in earned media
-501% increase in mentions of clothing donations
-Reach of over 50 million people
-25% reduction in waste
-109% increase in donations
But the best result was giving dignity to more than 1000 women by 2025.
This professional campaign titled 'Get Ready With MARAS' was published in Brazil in May, 2026. It was created for the brand: ASMARA, by ad agency: AKM. This Integrated medium campaign is related to the Public Interest industry and contains 3 media assets. It was submitted 10 minutes ago.
