WPP company: Y&R São Paulo
To highlight the impact of poverty and support TETO (which builds homes for people living in poverty), 28 Brazilian celebrities donated their Instagram profile for a day to residents from some of the poorest communities in Brazil. The campaign helped depict the impact of poverty on their daily lives to millions of Brazilians.
34% increase in donations and half a million likes on Instagram.
- 2013 Effie Brazil – Silver Award.
Chapter 5 of 9