ABOUT

The NGO Banco de Alimentos, has been fighting against starvation in Brazil for over 25 years. But in the last 3 years, high inflation has increased the price of food by 45.35% And that affected their biggest donors: the middle class. As an authority on the subject, they needed to create an urgent campaign to increase the number of donations, as food has become a luxury item for the poorest. All of this without compromising their budget, which is entirely dedicated to distributing food to those in need. The solution was to understand the behavior of people with good financial conditions and surround them with messages using a campaign based on luxury industry codes to inspire action: donating.