With just a few days to go before the presidential elections in Brazil and to draw the attention of voters to the urgency of prioritizing Education at the time of voting, UNICEF - United Nations International Children's Emergency Fund - installed monuments in 3 important capitals to honor education and criticize school dropouts. The action is another work of the institution, which has been working for 72 years to guarantee the rights of children and adolescents in a vulnerable state through partnerships with governments, companies and social organizations.
On the eve of the elections that will define the new president of the country for the next 4 years, the communication agency Artplan creates activation seeking to sensitize society to the conscious vote
The monuments campaign was created by the Artplan agency and supported the dissemination of the UNICEF research “Education in 2022 – the voice of adolescents”, which revealed the reality that more than 2 million children and adolescents are out of school in Brazil. In addition to them, millions more are in school, but failed to learn in the pandemic and are at risk of dropping out.
The Artplan agency, considered the largest 100% Brazilian advertising agency, is part of the Dreamers Group – the largest independent communication group in Brazil, with a conglomerate of 18 companies.
“It is urgent and necessary that we can demand education from our candidates as one of the priority items of their campaigns, even more so when we have the clarity of the alarming number of children and adolescents who are out of school. Through this initiative, together with an institution as respected as UNICEF, we seek to sensitize the population to the importance of not accepting any child or adolescent out of school and to the importance of understanding in depth the reasons for so much dropout", evaluates Duda Moncalvo, general director of Artplan.
Artplan's creative concept was based on 3 stages: in the first phase, which took place on September 9, 2022, the monuments were delivered - life-size sculptures that portray a classroom with a teacher and seven students, representing the 47 million of Brazilian Basic Education students, enrolled in more than 180 thousand schools throughout Brazil. High-traffic locations were chosen in 3 Brazilian capitals – São Paulo, Salvador and Belém, which represent the most populous states in the three regions in which UNICEF operates in Brazil: North, Northeast and Southeast.
In the second phase, on September 13, the sculptures that represented the children disappeared from the monuments, visually emphasizing school dropout. Only the teacher remained in the classroom in front of the empty desks.
On September 15, the statues of students reappeared in the streets around the monuments, but in a reinterpretation, with young people portrayed in a vulnerable situation - picking up cans, selling candies, holding a baby, begging for alms, being bullied, among others, situations that UNICEF has identified as the main causes of school dropout.
During the activation, the hashtag #voteforeducation was used and UNICEF ambassadors in Brazil - influencer Thaynara OG, actor Lázaro Ramos and comedian Renato Aragão, UNICEF advisor and presenter Luciano Huck, and other engaged and nationally known influencers, like teacher Jessilane and singer Iza, took to their social networks the relevance of the initiative, as well as questions, according to the phases corresponding to the moment of the posts.
“The country is facing an urgent crisis in education. There are at least around 2 million girls and boys out of school, just between the ages of 11 and 19. If we include children aged 4 to 10, the number is certainly even higher. And to them are added millions of others who are in school, without learning, at risk of dropping out. It is urgent to invest in school inclusion and in the recovery of learning. That's why UNICEF is making this public announcement and urging voters to vote for Education”, says Mônica Dias Pinto, UNICEF's head of Education in Brazil.
Details
- Agency: Artplan Communication
- Client: UNICEF
- Campaign: #voteforeducation
- Client Approval: Michael Klaus, Camilo Leon and Elisa Reis.
- General Director: Duda Moncalvo
- Creative Director: Gustavo Tirre
- Copywriter: Thiago Diniz
- Art Director: Gustavo Viana
- Content and Engagement: Nara Grillo
- Customer Service Director: Cacá Malta
- Service Team: Clara Bianchi, Renata Vinagre and Gabriel Moura
- Project manager: Felipe Martins
- Planning Director: Fernando Torres
- Planning Team: Lucas Garbulha and Ana Quintiliano
- Media Director: Maira Orempuller
- Media Team: Thayse Arruda, Viviane Amaral, Filipe Braga, Fellipe Freita, and Iago Joston
- Creative Data Director: Diogo Bobsin
- BI team: Larissa Alves
- Production Director: Daniel Oda
- Production and RTV: Fernanda Mesquita, Bruno Werner, Rafael Toscano, Amanda Sampaio and Julia Maia
- Video Producer: Madre Mia
- Film Director: Kiko Lomba
- Audio Producer: Lira
About Artplan
Under the leadership of partner and CEO Antonio Fadiga, Artplan is the largest Brazilian agency with 100% national capital and acts as a hub of communication solutions for its clientes. It has around 400 employees, based in São Paulo, Rio de Janeiro and Brasília. Since 2016, it has been in the ranking of the 10 best agencies rated by its own clientes, according to Agency Scope. It has been featured in the leadership of New Business for the last eight years, and is ranked 8th in the Ranking of Cenp_meios 2021 Agencies. Certified seven times by the Great Place to Work as one of the best companies to work for, Artplan was also considered, by Campaign US magazine, one of the ten sexiest independent creative agencies in Latin America. It is part of Grupo Dreamers, the largest independent communication and entertainment group in Brazil led by Executive President Rodolfo Medina.
For more information check out artplan.com.br
