APADA, the Parents and Friends Association for Deaf and Hard of Hearing People is a Brazilian NGO that inserts socially deaf and hard of hearing children and adults offering basic education, courses, psycho-pedagogical support and job-market insertion. The association, which depends entirely on donations from companies and individuals, had a problem: it was not known. And no one donates to someone they don’t know.
The challenge was to create a low-budget engagement action that could generate curiosity and attract public attention, creating a network of people who cares and sensitizing people to the cause.
The idea? We use the voice of those who can speak to give voice to those who cannot. So, we developed a mobile and desktop platform that enabled users to donate their voice to real deaf and hard of hearing people through a video dubbing app. The users could tag up to three friends and invite them to donate their voices as well. The action had great repercussion in the Brazilian media. As a result, the number of page views on the organization's donation page has increased in 200%.
Film advertisement created by Propeg, Brazil for APADA, within the category: Public Interest, NGO.
Chief Creative Officer: Emerson Braga
Creative Director: Fabiano Ribeiro, Andre Amoedo
Head of Art / Art Director: Luiz Celestino
Copywriters: Emerson Braga, Fabiano Ribeiro
Account Director: Michele Estevez
Planning Director: Melina Romariz
Sound Studio: Lógico
Production Manager: Juliana Leonelli
Account Team: Renata Dupuy
Production Company: Bossa Nova
Director: Alexandre Lucas