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Powerful Message In This PSA For Fundaseno – “The Doctor’s Appointment”

Creative Ad Agency: Publicis, Venezuela
Creative Chief Officer: Fabian Bonelli
Creative Director: Nora Otazo
Copywriters: Sergio Sánchez, José Juan Sanguinetti
Art Director: Daniel Mendez, Michel Morales
Production Company: El Living
Director: Hans Hoj

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“Shots of Change” The marks of violence transformed into billboards

Favela do Muquiço is one of the most violent favelas in Rio de Janeiro. A place that has been forgotten by the State and controlled by crime, which uses kids as labor force in drug trafficking. There, in this community, is Bola Pra Frente Institute, an NGO created by the 1994 World Cup Winner Jorginho, which works to keep kids away from drug trafficking through sports and education.

Even with a strong role in the community, there are parents who don't know about its work.
As a consequence, 600 spots offered annually were not entirely filled. And many kids end up losing the opportunity to have their future transformed.

Bullet holes, scattered on the walls of Favela do Muquiço, show that violence is always around the corner.
What if we passed on the work done by Bola Pra Frente, transforming the environment in which these kids and their parents live?

In this poor, crime-ridden community, conventional media is non-existent.
So, we've transformed bullet holes scattered across the walls of the community into billboards for the Institute.
Through graffiti, the bullet holes became elements of a tactical scheme that were accompanied by the message: "Life changes inside the four lines."

We could reach out parents and pass on the work done by the Institute. At the beginning of the year, Bola Pra Frente had 600 new enrollments in its program. 600 kids away from crime.

Ad Agency: Agência3, Rio de Janeiro


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