Transforming the present and constructing the future for poor communities in Brazil.
Plan International Brazil, one of the oldest and most respected NGOs in the world, works to reduce poverty and protect children's and adolescents' rights. The first campaign to raise funds for the organization's projects in Brazil involved two 1-2 minute direct response films, presented by well known Brazilian journalist Astrid Fontenelle and starred by Távila and Kailane, girls from Codó, a rural community in the state of Maranhão, where Plan is active. The commercials aired on cable TV networks. In addition, two ads with photos and videos were placed on Facebook and on websites and apps. A hotsite (www.doeplan.org.br) was specially developed for both desktop and mobile versions, to appeal for donations. A Welcome Kit was created and sent to new donors.