O Ponte Institute It works to transform lives through education, providing support to young people with high academic potential who are in a situation of social vulnerability. The challenge was to create a campaign capable of to excite, inspire and mobilize a society to support this cause.
It was necessary to go beyond the obvious and create a concept that not only showcased the work of the Institute, but also change the way people see the power of education.
Resultate developed the campaign “Re-Design Your Mind”, An invitation for the public to broaden their perception of opportunities and break down prejudices.
The concept stems from the idea that the limitations we see in others are often a reflection of mental barriers that we create — and that can be “redesigned” when we look with empathy and believe in human potential.
Key elements of the campaign:
Emotional and reflective approach, Connecting real stories with the mission of the Institute.
Visual metaphor of “redesigning”: illustrations and graphic movements that represented the change of perspective.
Humanized script, which places the viewer in the role of a transforming agent.
The production of the video was combined real images e graphic animations to strengthen the visual and emotional impact.
The storytelling was built in a growing way: starting with a provocation about how we perceive the world, moving on to presenting the reality of the young people served and finally ending with a clear call to action — to support and invest in the future through the Ponte Institute.
The campaign was distributed in social media, institutional presentations and events, By expanding the reach of the message to different audiences, including potential donors and partners.
Results:
Strengthening the Institute's positioning as an agent of social transformation.
Increased engagement on social media during the period of broadcast.
Expansion of the institutional reach, This leads to reaching new audiences and potential supporters.
Redesigning the mind is redesigning the future — and, in this project, we help open doors so that talent and determination can find the opportunities they deserve.
Advertising campaign
Advertising video
Ponte Institute
2022
6 Months
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