Creative Gallery on Sustainability Communications

 

 
"Banknote - Monkey" For FÓRUM NACIONAL DE PROTEÇÃO E DEFESA ANIMAL
View larger size

Add to my favourite ads

Send this ad to a friend

Trouble to see this ad?

Rate this ad: Please Login

Description / Synopsis

The Fórum Nacional de Defesa e Proteção Animal (FNDPA) is a nonprofit organization. All help that it receives is sporadic and depends on the goodwill of individuals and corporations. The FNDPA and the LP Comunicação have created a campaign in order to do fund-raising, using the Real – currency of Brazil. The images stamped on the Real are Brazilian animals that are threatened with extinction, which is exactly what FNDPA advocates for.

Context

On February 3, 2010, the Central Bank of Brazil announced a new series of the Real banknotes which would begin to be released in April 2010. The new design added security enhancements which aimed to reduce counterfeiting. The notes have different sizes according to their values to help vision-impaired people. The changes were made in order to reflect the growth of the Brazilian economy and the need for a stronger and safer currency.

Philosophy/Solution

The FNDPA lacked the resources to keep up its fight against animal extinction. The images stamped on the Brazilian currency are Brazilian animals that are threatened with extinction, hence the relevance of using these elements associated with titles that show the necessity of helping the organization. In effect, we are drawing a parallel between the precarious state of the FNDPA and the precarious state of these endangered animals.

Results

The results were very significant. The FNDPA raised 27% more funds than last year. This amount was essential for the organization to continue its work with animal protection.

Title"Banknote - Monkey"
Original Title"Notas"
URLhttp://www.eaibonitao.com.br/2012/07/campanha-para-o-forum-nacional-de-protecao-animal/
AgencyLP COMUNICAÇÃO
CitySÃO PAULO
AdvertiserFÓRUM NACIONAL DE PROTEÇÃO E DEFESA ANIMAL
Sustainability Themes Biodiversity, Education & Awareness
Date of First Publication 01/01/2010
Country of ProductionBrazil
LanguagePortuguese
TypePrint
Awards -Exhibition catalogue for Cannes Lions , 2012
-ACT Responsible Showcase, 2012
   
Account Director: Sérgio  Rebollo
Account Executive: Giane Anesi
Art Director: Eduardo Basque
Copywriter: Marcel Petroff
Creative Director: Fernando  Luna
Photographer: Luciano Munhoz