RS pede ajuda!
Emergency campaign · Fundo Brasil + MAB
From briefing to launch in four days: the emergency campaign that turned public solidarity over the Rio Grande do Sul floods into direct donations for the affected families.
The 2024 floods in Rio Grande do Sul left hundreds of thousands of people homeless. Fundo Brasil, in partnership with the Movement of People Affected by Dams (MAB), needed to launch, in record time, a fundraising campaign with 100% of the amount raised going to help those in the state.
Response in 4 days
From briefing to launch in record time, without compromising the quality of the work.
Alert concept
Urgent yellow and black over real flood photos, with a key impact stat front and center.
Frictionless conversion
A single-step donation form to turn public empathy into a donation in seconds.
100% pass-through
Every amount raised passed on to MAB to support families across the state.
From urgency to donation, in four days.
A rapid-response operation, from concept to media, assembled in four days to turn urgency into direct donations:
Emergency concept in record time
From briefing to launch in four days, without losing quality. The identity combined Fundo Brasil's alert yellow and black with real photos of the floods, straight-to-the-point copy, a highlighted impact figure (781,000 people affected), and the “Doe agora” (Donate now) badge co-signed with MAB.
Single-step donation form
We built an exclusive donation form (RS-pede-ajuda) in a single step, to reduce friction and convert public solidarity into one-time donations in seconds, making it clear that the full amount would go to the response in the state.
One-off email to the base
We sent a one-off email to Fundo Brasil's base of leads and donors, bringing the context of the tragedy, the impact figure, and a direct call to the donation form.
- Email · Single send sent
Rio Grande do Sul needs you
Creatives and multi-platform media
We produced creatives for feed, stories, and ads (Facebook Ads and Google), plus covers and banners in display formats, with paid media management to expand the campaign's reach during the most sensitive period of the crisis.
Urgent donations for RS
The artwork
Urgent yellow and black over real photos of the floods: the alert that mobilized donations.
By building concept, creatives, donation form and media in four days, Métrica.Social gave Fundo Brasil and MAB the speed a climate emergency demands, turning nationwide empathy over the floods into concrete relief for families in Rio Grande do Sul.
Credits
2024- Client
- Fundo Brasil
- Project management and client services
- Sidcley Lyra
- Design
- Magnun Alves
- Copywriting
- Sidcley Lyra e Giovana Ferreira
- Email marketing
- Giovana Ferreira
- Online media
- Pedro Bernardo
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