tristan ramsdale's tie case study

8/4/2019 Tristan Ramsdale's TIE Case Study

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Case Study: Tristan RamsdaleCommunications meets development. 30 days. The skinny.



• Who am I?

• Who made it happen?

• What did we do?

• The team

• The NGO

• The project• Challenge

• Strategy

• Creative

• What did I get out of it?

• What next?

Contents



Who am I?

“I’m very excited to do this project with TIE

working for a small NGO in Brazil – it

allows me to use my communications skillsin a rewarding way, I’m able to learn about

an important growth market and work withinteresting people in a completely different

non-corporate environment”.

I am an Associate Director at Landor in New York where I lead a

number of client relationships—helping to develop brands with

ambition and purpose.



Who made it happen?

This project is a partnership between Landor, WPP, TIE and

Melhor to support NGOs and community based initiatives in

Brazil. This partnership, organized by TIE, pairs communications

professionals with NGOs and local advertising agencies in

growth markets to effect social change. Development

organizations are largely unable to afford communicationssupport despite it being critical to their efforts to raise money and

awareness of important issues.

In this case the focus is on Centro Escola Mangue, an NGO

based in Brasilia Teimosa in Recife, that promotes thesustainability of the mangroves.



Who did we do?

• Developed campaign in 30 days

• Developed brand strategy

• Oversaw creative work

• Boat trip down River Capibaribe to see mangroves

• Interviews with fishermen and local residents of Recife

• Presented case for NGO to business community• Set up platform to raise awareness of mangroves among key

audiences

• Started conversations about mangroves



NGO:

Tristan Michelle Raphael Clarice Priscilla

Agency:

Luciana TacianaMichelle Philipe Etson

The Team



Centro Escola Mangue is a non-profit entity that develops environmental

and educational activities focused on the preservation of the mangroves inRecife. They have worked in the local community since 2003. Today CEM

has sponsorship from the Petrobras Environmental Program to developprojects in schools from four different areas of Pernambuco. They are

looking to further develop their partnerships to promote the work they do

among a broader audience in Recife.

The NGO



• Raise awareness among middle class influencers about the

importance of mangroves and the work Centro Escola Mangue

is doing in Brasilia Teimosa to support the cause and educate

the local community.

• Create opportunities for CEM to partner with companies andorganizations that share their values and who are looking to

build their own social responsibility platform.

• Show that the mangroves are amazing.

Objectives for this project



• Mangroves of Recife are being destroyed to make way for

development

• Mangrovesareacri-calecosystemforfish,oysters,crabs,shrimps,

andbirds

• 2/3ofthespeciesoffishthataresoldandeatendependonmangrovestosurvive

• Mangroverootsprotectthecoastlineandbanksoftheestuaryagainst

erosion

• Peoplehavemisconcep-onsaboutmangroves–forexamplepeople

thinktheysmellbadwheninfactitisthesewagecaughtinthemangrovesthatsmellsbad

• Mangrovescanproducemanydifferentproductssuchasmedicine,

alcohol,tanninandoils

What is the problem?



Thankyou!

Drinkcoffeewithus…



The NGO is looking to build awareness among

a broader middle class audience



But our audience doesn’t think about mangroves



Strategy



• Insight: target audience is blind to the mangroves and the rolethey play in their life (physical presence in Recife, naturalecosystem for food, natural habitat for animals, beautiful part ofscenery, name of music Mangue Beats, name of street Via

Mangue)"

Insight



Other examples of this phenomenon

Joshua Bell



Other examples of this phenomenon

Street Children in Sao Paulo



• Engage our target audience with a big idea, connect with thememotionally, open their eyes to what the mangroves are and therole they play"

• We donʼt want to focus on the negatives associated with the

mangroves such as how they are being destroyed and polluted,but rather we want to focus on the positive role they play. Wethink our target audience will respond well to this"

• Need to create a value exchange. People will only share

information and content about the mangroves if they like it insome way – if it makes them laugh, if it makes them look cooletc"

Strategy for NGO Campaign



"Mangroves are the

hidden treasures of

Recife” – Other jewels include frevo, maracatu, carnival, parks, poetry,rich culture, monuments, churches." – Mangroves are the jewels that nobody sees."

Campaign Idea



Awareness " " " " "Engage " " " "

"Share"

Awareness Engagement ShareAwareness Engagement Share

How to Build a Strong Brand



How to build a strong brandEngage target audience so they share content about mangroves and CEM!"

AWARENESS

INTEREST

ENGAGEMENT

SHARE

CasaForte,Parnamirim,Apipucos,

BoaViagem,Espinheiro,Jaqueira,

Boattrips,Storytelling,Music,Drawing

Compe--on,MangrovePlan-ng,

MangroveJewellery,Workshops(Can

bepackageddifferentlybutallrelevant)

ClickonWebsite(underdevelopment),CheckOutEventsatCEM

PressReleases,Emaillists,Globo

videopiece,newspaperar-cles

SharingContentonSocialMediaSites,

Contribu-ngTimeandSkills,TellingtheMangroveStory



Creative Work



• Develop creative concept that focuses on the positive aspects of

the mangroves

• Create work that people will share (focus on social media)

• Make it fun

• Show that the mangroves are amazing

• Start conversations

• Drive traffic to Centro Escola Mangue’s Facebook page and blog"

Creative Brief



Back of buses



Ad Concept



Twitter Page



Video – Treasure Map



Copy

_________"



Mega Mangue "Maníaco"



Mangue Bem "Muito"



Mangue "Que Só"



Eco bag



Sail



Design Motif



Mascot



T-shirts



…in different colours and styles!



Badges. The best way to share…



…stickers



Something to put in shop windows

“We proudly support Centro Escola Mangue in its efforts to

preserve the mangroves of Recife”



Complete Brand Universe with New Look & Feel



Other ideas for execution

• Project images of the mangroves on buildings in Recife, using

the theme of “hidden treasures”

• Develop treasure maps where you have to find the mangroves. If

you identify them correctly you win a prize

• Exhibition of photos, videos, children’s projects in shoppingmalls, art galleries etc

• Cartoon showing animals from the mangroves

• And lots of others!!



Ideas for places we want to see the campaign



Media Plan



• Showed me I can lead and execute a project in a new market,

where most of the team speak a different language, in a very

short period of time

• Highlighted the value of communications and what I do every day

• Learnt about Brazilian culture and people• Made new friends

• Exposure to one of the fastest growing advertising markets in the

world

• Learnt basic Portuguese

• Insights into how people view the upcoming Olympics and WorldCup

• How to make a caipiroska in 5 steps!

• Amazing trip to Rio de Janeiro at the end of the project

What did I get out of it?



Some amazing memories…



Thankyou!

It’sbeenfun…

[email protected]

tristan ramsdale's tie case study

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