Abrinq Foundation: The goodwill vending machine

This campaign, for the Abrinq Foundation, a Brazilian charity, aimed to broaden the donor base beyond the upper social classes.

Abrinq Foundation: The goodwill vending machine

Giovanni+Draftfcb

SUMMARY

The Abrinq Foundation is an institution that helps underprivileged children. Most of its revenue comes from private individuals, belonging to the Brazilian upper social class. This phenomenon is not the result of a lack of a sense of solidarity on the part of those in the middle classes: research indicates that this segment of the population would be willing to contribute up to R$5.00 per month. The problem is that the classic Direct Marketing mechanisms (direct mailing and call centers) are too costly to run for smaller donations. The São Paulo subway...

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