Categoria em inglês
POLITICAL
CITIZENSHIP
GAZETA DO POVO
In June 2013, amid major economic crisis, Brazil is getting ready to host
one of the world’s biggest sporting events: the ...
People were demanding changes and, besides the great world event
and the economic crisis, 2014 was marked by presidential ...
The campaign aims to encourage the involvement of citizens in public
affairs of the community, through party or partisan p...
The more the campaign
is involved in people’s
lives, the easier it gets to
enhance the quality of
Brazilian politics.
Anyo...
The Political Citizenship campaign – Take your Power started in
2013 in order to raise awareness and stimulate the involve...
Campaign strategy
The protagonists were found in articles already published by Gazeta
do Povo. There were more than thirty...
Contextualization
1 – Introduce the story around the official cause being advocated;
2 – Appoint the protagonist with a sy...
Small transforming attitudes that influence leadership. The campaign
was measured by the aggregator website
gazetadopovo.c...
Release pieces
• Cover page with ad
#ASSUMASEUPODER
•Intervation ad
Ads
• Web banners - Google and Facebook ads
• Intervention web banner
• E-mail marketing
PESSOAS
COMOVOCÊ
PODEMMUDAR
UMACIDADE
INTEIRA.
Nas próximas semanas,você vai conhecer as experiências d...
• TV
The stories
1 – Bikers’ Pocket Square;
Protagonist: Julian Irusta
Position: Ambassador of the Gang’s Square
Attitude / tra...
2 – Soup kitchen bonds volunteers and homeless;
Protagonist: Clarice Fogaça
Position: Minister of the hot soup for those w...
3 – Small libraries and culture chains;
Protagonist: Luiza Piccoli
Position: Counselor in fighting the hunger for culture
...
4 – Senior citizen takes care and transforms the
neighborhood
Protagonist: Norberto Voss
Position: Ambassador of the engag...
5 – Mothers’ club;
Protagonist: Iranilda Arruda
Position: President of the mothers united will never be
defeated
Attitude ...
6 – Militant of paving and of the sports court
Protagonist: Paulo Vitor
Position: Operations Manager of the area’s improve...
7 – Vila Verde* Newspaper gives voice to “rebels with a
cause”
Protagonist: Daniel Zanella
Position: Chief Director of com...
8 – Animal love and care;
Protagonist: Emerson Apio
Position: Minister of safety and care for animals
Attitude / transform...
Promotional action
The Political Citizenship Kombi went through the protagonists’ routes
and main tourist attractions in C...
End of the year movie
Apart from the web series, the Gazeta do Povo’s Political Citizenship
featured a 60-second movie on ...
Results
Stories that create relevance and involvement with the brand,
acknowledging and valuing the causes of the communit...
- Political Citizenship was in the following Facebook’s media: like ad,
domain ad, post ad video e post ad photo. It recor...
- In research on the “Value and Image Assessment of Gazeta do
Povo”, in which the public perception of value and image of ...
Gazeta do Povo believes that politics and education are two pillars that
contribute to transform and consciously train peo...
Politica cidadã
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Politica cidadã

Case Projeto Política Cidadã Gazeta do Povo
Published on: Mar 4, 2016
Published in: News & Politics      
Source: www.slideshare.net


Transcripts - Politica cidadã

  • 1. Categoria em inglês POLITICAL CITIZENSHIP GAZETA DO POVO
  • 2. In June 2013, amid major economic crisis, Brazil is getting ready to host one of the world’s biggest sporting events: the 2014 FIFA World Cup. All political attention was focused on the soccer tournament, turning major cities into construction sites, leaving aside investments in education, health, infrastructure, security, transport and energy. The political scene got worse and people went to the streets to protest as the world turned its eyes to the FIFA Confederations Cup, a qualifying tournament for the World Cup that happens a year before the big event in order to test services and infrastructure to welcome fans, press and authorities from all over the world. During the protests people died or got hurt, properties and public and private institutions were invaded or damaged and chaos took over the country due to political differences.
  • 3. People were demanding changes and, besides the great world event and the economic crisis, 2014 was marked by presidential elections and corruption schemes being unmasked through popular pressure and strong investigations, on the competence of government agencies, political leaders, NGOs, associations, entities and the organized civil society. But politics is not rocket science, nor it is only done by corrupts. It is an activity that could be performed on a daily basis. It is only necessary to know how the government agencies work and understand which instruments could be used to play a political role in society. And it was in this spirit that Gazeta do Povo created the campaign Political Citizenship.
  • 4. The campaign aims to encourage the involvement of citizens in public affairs of the community, through party or partisan politics. In its second edition, Gazeta do Povo brought the expertise of people who, without appearing to be doing politics, act politically. The newspaper also featured stories that showed how Brazilian institutions work and explained how citizens could contribute, overseeing the government,claimingrightswithparliamentariansandthegovernment. It also discussed the function of party politics as an essential part for the proper functioning of democracy.
  • 5. The more the campaign is involved in people’s lives, the easier it gets to enhance the quality of Brazilian politics. Anyone can make a difference and change a whole city. Everybody has a hole in the society, a position to take.
  • 6. The Political Citizenship campaign – Take your Power started in 2013 in order to raise awareness and stimulate the involvement of citizens, integrating Gazeta do Povo’s different platforms to encourage people, groups and institutions to positively act in their social realities to bring about changes in society. The campaign has already received a bronze medal in the Best Brand Awareness Campaign Across Platforms, a category of the INMA AWARDS, and now it is returning to present new experiences of citizens who took up their roles in society. Protagonists of great initiatives, in the collective urbanism, in encouraging reading, in the social welfare, in the change of the community and in the respect for the elderly. A message put into practice, inviting people to take action, but also empowering their achievements. After all, what happens when someone is assigned to a major role? A ceremony for takeover - and our protagonists are the first ones to go through this ritual of acknowledgment.
  • 7. Campaign strategy The protagonists were found in articles already published by Gazeta do Povo. There were more than thirty stories, from which eight were selected, each one with a singular theme, work and a banner to be defended. After that, a web series in eight chapter was made available on the Political Citizenship’s YouTube channel. An official vehicle, eight different characters, causes and political positions, and the same desire to change the world. INSTITUCIONAL CAMPAIGN RELEASE MICRO campaigns WEBSÉRIE #ASSUMASEUPODER action - with the official vehicle of Political Citizenship (Kombi) social media OBJEctive INSTITUCIONAL CAMPAIGN MARKETING EDITORIAL DEPARTMENT SOCIETY
  • 8. Contextualization 1 – Introduce the story around the official cause being advocated; 2 – Appoint the protagonist with a symbolic position; 3 – Go through the whole path of the attitude in the official vehicle of Political Citizenship (Kombi); 4 – Expose the society’s acknowledgment of the cause advocated; 5 – Encourage others to work on new attitudes and actions that change society.
  • 9. Small transforming attitudes that influence leadership. The campaign was measured by the aggregator website gazetadopovo.com.br/politicacidada and the social media hashtag aggregator #assumaseupoder.
  • 10. Release pieces • Cover page with ad #ASSUMASEUPODER
  • 11. •Intervation ad
  • 12. Ads
  • 13. • Web banners - Google and Facebook ads
  • 14. • Intervention web banner
  • 15. • E-mail marketing PESSOAS COMOVOCÊ PODEMMUDAR UMACIDADE INTEIRA. Nas próximas semanas,você vai conhecer as experiências de cidadãos protagonistas de grandes iniciativas no urbanismo coletivo,no incentivo à leitura,no assistencialismo social, na transformação da comunidade e no respeito ao idoso. #assumaseupoder ASSISTAÀSHISTÓRIAS DESTASPESSOASQUEFAZEM ADIFERENÇAECOMECEAS SUASPRÓPRIASMUDANÇAS. Acesse www.gazetadopovo.com.br/ politicacidada
  • 16. • TV
  • 17. The stories 1 – Bikers’ Pocket Square; Protagonist: Julian Irusta Position: Ambassador of the Gang’s Square Attitude / transforming action: With work and willpower, they transformed an abandoned corner into a space of coexistence and leisure for the city.
  • 18. 2 – Soup kitchen bonds volunteers and homeless; Protagonist: Clarice Fogaça Position: Minister of the hot soup for those who need it Attitude/transformingaction:Withloveandcommitment, the volunteers found in food a way to reach and promote the rescue of those who live on the streets.
  • 19. 3 – Small libraries and culture chains; Protagonist: Luiza Piccoli Position: Counselor in fighting the hunger for culture Attitude / transforming action: From wanting to share her own books was born the opportunity to attract new readers in the community.
  • 20. 4 – Senior citizen takes care and transforms the neighborhood Protagonist: Norberto Voss Position: Ambassador of the engaged elderly Attitude / transforming action: Tired of the violence and robbery in his neighborhood, he gathered the neighbors and organized a security council.
  • 21. 5 – Mothers’ club; Protagonist: Iranilda Arruda Position: President of the mothers united will never be defeated Attitude / transforming action: Courage and disposition united this group of mothers in a cooperative in the neighborhood of Vila das Torres, appreciating women’s work and encouraging social development.
  • 22. 6 – Militant of paving and of the sports court Protagonist: Paulo Vitor Position: Operations Manager of the area’s improvement Attitude / transforming action: The need to legalize a former land invasion led a resident’s association to revert their concerns into improvements for society.
  • 23. 7 – Vila Verde* Newspaper gives voice to “rebels with a cause” Protagonist: Daniel Zanella Position: Chief Director of community journalism Attitude / transforming action: In sharing his knowledge with youngsters in Vila Verde, the journalist helped to give voice to a community full of talents. *Neighborhood in Curitiba.
  • 24. 8 – Animal love and care; Protagonist: Emerson Apio Position: Minister of safety and care for animals Attitude / transforming action: For a better world through vegetarianism, customers of a downtown restaurant in Curitiba connected their lifestyles to animal welfare initiatives.
  • 25. Promotional action The Political Citizenship Kombi went through the protagonists’ routes and main tourist attractions in Curitiba handing campaign material and inviting people to check the campaign’s official vehicle.
  • 26. End of the year movie Apart from the web series, the Gazeta do Povo’s Political Citizenship featured a 60-second movie on open TV showing promises and transforming them through the attitudes of normal people, inspiring viewers to also become protagonists. As examples there were the blood donor, the senior citizen who is going to spend more time with his family, the animal rescuer, the girl who wants to travel and the man in love who wants to get married.
  • 27. Results Stories that create relevance and involvement with the brand, acknowledging and valuing the causes of the community. - Marketing and newsroom 100% engaged in planning and performing the approach; - Impact on many digital channels,multiplying the initiative’s concept with the help of more than 30 partners who shared the Political Citizenship campaign, extending the reach and visibility of Gazeta do Povo’s brand; - In Google’s channels, Political Citizenship had more than 3,4 milhões impressions, 167k views e more than 25,8k clicks over the following media: search, display, light box e trueview;
  • 28. - Political Citizenship was in the following Facebook’s media: like ad, domain ad, post ad video e post ad photo. It recorded a total of more than 38k clicks, 1,1 million impressions, 130k reach and 129k post engagements; - The Political Citizenship’s videos in Facebook had more than 70k clicks, 1,9 million impressions, 239k views and 255k post engagements; - The Political Citizenship campaign registered more than 5k shares in Facebook; - The Political Citizenship’s channel on YouTube already registered more than 415k views; - Gazeta do Povo increased in 7% (from 54% to 58%) its penetration of total newspaper readers (printed + Internet) when comparing the first semesters of 2013 and 2014**;
  • 29. - In research on the “Value and Image Assessment of Gazeta do Povo”, in which the public perception of value and image of the brand in 2014 were evaluated, the item “Has personality and courage” reached 85% of approval, a 5 percentage-point increase when comparing to the same period in 2013; - In 2014, Gazeta do Povo entered the ranking of the Most Admired Vehicles, which measures how much professionals in the communication and marking areas value the vehicle for the prestige of its brands. Gazeta do Povo occupies the 8th position in the Newspaper category. The ranking is performed by Grupo Troiano de Branding for the weekly magazine Meio&Mensagem and takes into consideration seven different attributes: content, credibility, commercial support, efficiency, innovation, ethics and commitment. ** Source: Ipsos Marplan - 1st semester 2013 vs. 1st semester 2014 – Curitiba and Metropolitan Region Market.
  • 30. Gazeta do Povo believes that politics and education are two pillars that contribute to transform and consciously train people. “We want to promote engagement through popular protagonism and dialogue, having Gazeta do Povo as the emulator of good deeds. We bet that a new generation will grow replicating models.”

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