Settlements: An Integrated Campaign to Overcome Poverty in Latin America

Launching a Film That Didn't Exist to Drive Donations

Techo Latam, a non-profit organization dedicated to overcoming poverty in Latin America and eradicating settlements, took a unique approach to raise $50K in donations. The creative strategy involved launching the film Settlements (Favelas) through trailers directed by Latin American film directors, showcasing the reality of these settlements. However, when viewers went to purchase tickets on settlements.techo.org, they discovered that the film did not actually exist.

The integrated campaign spanned across Chile, Peru, Argentina, Brazil, and Colombia, utilizing various mediums such as trailers, posters, digital ads, and social media. By leveraging the power of cinema and the emotional appeal of social networks, Techo Latam aimed to reach new donors who were not part of their traditional donor base.

Market research revealed that millennials, who make up a significant portion of online donors, are motivated by social media and emotional moments. Understanding this buyer persona, Techo Latam devised a creative solution that tapped into their online behavior. Cinema was identified as a popular online purchase in Latin America, with millions of viewers annually. Therefore, cinema became the language applied in this campaign.

The main challenge faced by Techo Latam was executing their first online fundraising campaign. By launching a film that didn't actually exist, they created a unique and engaging way for people to donate their money to the foundation. The campaign aimed to raise awareness about the issue of settlements and encourage viewers to contribute to the cause.

Settlements are a harsh reality in Latin America, and this advertising design sought to collect funds in a different and impactful way. By presenting a film that turned out to be non-existent, Techo Latam prompted individuals to redirect their ticket purchase towards a donation. This innovative approach aimed to generate empathy and support for the organization's mission.

This groundbreaking campaign was recognized with the Bronze A' Design Award in the Advertising, Marketing, and Communication Design category in 2020. The award acknowledges designs that demonstrate creativity, resourcefulness, and a commitment to improving quality of life. By incorporating best practices in art, science, design, and technology, this campaign made a significant contribution towards overcoming poverty in Latin America and creating a better world.