Client

Fundação Otacílio Coser and Programa Escolaí

Fundação Otacílio Coser · Communications management

Community management for two accounts of the same organization: Fundação Otacílio Coser's institutional profile and the profile of the Escolaí initiative.

Fundação Otacílio Coser e Programa Escolaí 1

Fundação Otacílio Coser e Programa Escolaí 2

Fundação Otacílio Coser e Programa Escolaí 3

Fundação Otacílio Coser e Programa Escolaí 4

The challenge

How do you communicate a program that happens inside public schools without presenting yourself as an education organization? Fundação Otacílio Coser works in social assistance and needs administrators, education departments, and funders to understand that, without losing the language that connects with young people. After all, young people are the center of Programa Escolaí's impact, but they are not the ones signing the agreement. We structured a content operation that shows the youths and speaks to those who decide for them.

Strategy adopted

Four audiences, one piece

Education departments, educators, funders and young people ask different questions. Every piece of content consciously chooses who it answers first.

Vocabulary locked in writing

Youths, not students; the world of work, not the market. The wrong framing threatens the institution's social assistance certification.

Image ethics

No aestheticizing of poverty and no classroom clichés. A teenager's photo only goes into a piece with a confirmed usage authorization.

Two brands, two systems

Institutional blue for the Fundação, purple and orange for Escolaí. Explicit brand hierarchy in every artwork.

What we delivered

Instagram for both brands2 posts, 3 stories per week and 1 reel per month

The Fundação's LinkedInReplication + exclusive biweekly post

Email and newsletter1 monthly + 1 quarterly

Monthly planningSchedule and approvals the month before

Paid mediaMeta, LinkedIn, Google Ads and Ad Grants

Performance reportMonthly, presented in a meeting

Development process

Show the youths, speak to those who decide.

The initial diagnosis mapped four audiences with opposing needs: education departments, educators, partners and funders, and the young people themselves. The strategy was born from embracing that tension instead of solving it with an average tone.

Show the youths, speak to those who decide

Administrators talk about student retention, education departments talk about indicators, partners talk about impact, and young people talk about belonging. The content uses the young person's emotion as the image and the adult's institutional pain as the argument, in the same post.

Cover of the Conheça o Programa Escolaí carousel

A vocabulary of its own, with what to avoid in writing

We support youths who are in public schools, not public education. Youths, not students. “Sem-Sem”, not “Nem-Nem”. The world of work, not the job market. The list exists because the wrong framing threatens the institution's social assistance certification.

Cover of the Comunicação e Mobilização workshops carousel

Image ethics with teenagers

No aestheticization of poverty, no clichéd classroom poses, no tight close-ups on faces. And a hard governance rule: a teenager's photo only goes into a piece with confirmed image-use authorization, with the archive organized by permission level.

Post with Escolaí Program students in action

Two brands, two visual systems

The Foundation speaks in institutional blue and lime green, with breathing room and clarity for the corporate audience. Escolaí uses purple, magenta, orange, and yellow, with campaign energy to connect with schools and youth. Every piece makes clear who runs the program and who sponsors it.

Monthly operation routine

Planning and schedule created the month before, client approvals, social customer care (SAC 2.0) with a bank of ready-made replies, boosting only after the organic period, and a monthly performance report presented in a meeting.

Editorial calendarMonth

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Videos, posts, and campaigns spread across the month.

The artwork

Two visual systems living side by side: the Fundação's institutional blue for the audience that funds and approves, Escolaí's purple and orange for the school and the youth.

Carrossel: Conheça o Programa Escolaí

Carrossel: Oficinas de Comunicação e Mobilização

Carrossel: Oficinas de Comunicação e Mobilização 3

Carrossel: Oficinas de Comunicação e Mobilização 4

Carrossel: Oficinas de Comunicação e Mobilização 5

Carrossel: Oficinas de Comunicação e Mobilização 6

Carrossel: Oficinas de Comunicação e Mobilização 7

Carrossel: Time 2026 da Fundação

Carrossel: Conheça quem faz o Escolaí

The legacy

The audience map, the vocabulary of the cause and the rules for using teenagers' images were already set by Fundação Otacílio Coser. Our job is to sustain that direction day to day: turning the organization's guidelines into a monthly content operation running on both accounts across Escolaí's 20-year cycle.