Communication of the cause

Campanha #BrasilNaDefesaDaInfancia

A The Childhood Brasil campaign #BrasilNaDefesaDaInfancia (in Defense of Childhood), which featured soccer stars Daniel Alves and Neymar Jr., was created by advertising agency Lew’Lara\TBWA and its accompanying short film was produced by Delicatessen Films. Partner support was essential in order to publicize the campaign. The results include:

The campaign reached over 30 countries through strategic partnerships that lent their support.

In “out-of-home” media, the campaign ran in 28 cities and at 31,000 points. In the city of São Paulo alone there were over nine million impacts.

17,000 TAM Airlines flights in Brazil and Chile played the short film and incentive ad. The campaign was also displayed at three key airports: VCP, FLN and GRU, the country’s largest.

The campaign ran on urban bus systems in São Paulo, Rio de Janeiro, Belo Horizonte and Porto Alegre. 3,000 km of Grupo CCR highways took part in the campaign, impacting four million people.

The campaign was also run by ViaQuatro, which runs the Yellow Line on São Paulo’s subway system.

Five million people were reached by 900,000 copies of print channels such as Valor Econômico newspaper and IstoÉ magazine. (Partnership with EY and parking firm MultiPark Estacionamentos)

On TV, the campaign reached 20 million people, through media support from TV Globo and Canal Futura.

Media outlets from 15 countries covered the story, including: Le Monde, Reuters, Al Jazeera and the Washington Post. There were a total of 295 press insertions, as well as 47 minutes of radio coverage and 39 minutes on TV stations.

The short film had over 100,000 interactions on social networks through opinion-formers such as Xuxa, Neymar Jr., Ivete Sangalo and Her Royal Highness Princess Madeleine of Sweden.

Over 70,000 companies introduced the cause to their staff members and customers. This action reached over 3.8 million people.

Retail group GPA publicized the campaign in over 500 stores: the short film was shown about 100,000 times, and the radio ad was played about 300,000 times in the GPA stores.

Office buildings and leading hotels in São Paulo posted the campaign by Elemidia in their elevators, reaching almost two million people.

Atlantica Hotels publicized the cause across its chain, impacting over 250,000 guests during the games.

VII Edition of the Tim Lopes Investigative Journalism Award

In partnership with ANDI, in 2013 we announced the VII edition of the Tim Lopes Investigative Journalism award, whose theme was the rights of children and adolescents regarding the 2014 World Cup. From the 30 finalists, the jury chose six winning proposals for reporting and an honorable mention in the “Special” category. The “Television” category was not awarded in this edition.

In addition to financial support to carry out their reporting, the winners underwent a two-day training session in Brasília in order to align their content, data, sources and ideas about the rights of children and adolescents in Brazil.

Following are the winning stories, with links to their reporting:

Rádio

Subject World Cup Host Cities, sport and the rights of children and adolescents
Vehicle EBC Radio Network (Radioagência Nacional, Nacional and MEC in Brasília, Rio de Janeiro, Amazônia and Alto Solimões).
Reporter Juliana Cezar Nunes
To access the reporting (in Portuguese only) click here

Print Media

Subject The effects of expropriations of the 2014 World Cup on the education of children and adolescents
Vehicle Hoje em Dia
Reporter Bruno de Carvalho Moreno
To access the reporting (in Portuguese only) click here
Subject The ports of abandonment
Vehicle Correio Braziliense newspaper
Reporter Helena Mader
Para acessar as reportagens, clique aqui

Online, alternative and community media

Subject Beyond the Cup
Vehicle Portal NE10/Jornal do Commercio newspaper
Reporter Mellyna Andrea Reis dos Santos
To access the reporting (in Portuguese only) click here

Special category “Sexual violence against children and adolescents related to the 2014 World Cup”

Subject Dirty Game: World Cup increases threat of child sexual exploitation
Vehicle Public Investigative Journalism Agency
Reporter Andrea Di Profio Morettoni
To access the reporting (in Portuguese only) click here
Subject Boys for sale
Vehicle Brasileiros magazine
Reporter Fernanda Cirenza
To access the reporting (in Portuguese only) click here

Honorable Mention

Subject Sexual exploitation of children and adolescents related to the 2014 World Cup
Vehicle TV Brasil – Empresa Brasil de Comunicação
Reporter Bianca Vasconcellos
To access the reporting (in Portuguese only) click here