Pão dos Pobres is an institution located in Porto Alegre, Brazil, that provides shelter and educates thousands of children in extreme poverty. Even though it is a century-old institution, Pão dos Pobres has received less attention in recent years. So how can we bring an institution that survives on donations closer to the public again?
The Christmas season was coming. So we proposed a trade: sell imagination to kids who have toys and give toys to kids who have imagination. We transformed common objects into supertoys and launched a new gift option bearing the Pão dos Pobres brand.
All toys were sold in just 5 days.
300.000 dollars in free media coverage.
2.3 million people reached. Almost twice
the population of Porto Alegre.
In December alone, our donations rose 20%.