Brazilian Brands Unite to Help Evicted Families

Seeing brands collaborating with other companies to support good causes is something amazing. Serbia’s biggest advertisers worked with the Museum of Contemporary Art in Belgrade to promote art. Aguila Beer removed their logo from their caps to make room for other brands of food, water, and transport, only to raise awareness about responsible drinking. Some different furniture and design brands in Brazil followed the example. Companies like Mobly, INI Original Design, and Fitto Design, joined forces with Projeto Atalho to help those who are the collateral victims of the pandemic.

Thousands of families have been evicted in the São Paulo Metropolitan area — the most populated city in Brazil — in the past few months. To help these people overcome these difficult moments in their lives, CP+B Brazil created “Despejados,” a campaign to reach the audiences’ hearts in a creative manner on Instagram.

When advertising for their products, furniture brands usually place their items in inspiring environments. Only now, they are surprising their fans, because they chose to display their products on the streets, the same places that evicted people have been living during the pandemic. The message behind this is to draw the audiences’ attention and get involved in helping these people have a decent place to stay.

“We are living in a moment that requires courage and empathy. This project genuinely aims to help evicted families by means of partnerships with renowned furniture and design companies that have embraced the cause and are willing to use their social media presence to amplify the reach of this simple request for help,” commented Marcos Medeiros, Partner and CCO of CP+B Brazil.

Companies will donate themselves to the cause, with proceeds going to Projeto Atalho, which is responsible for delivering funds to relevant non-profits. For example, Mobly donates 10% of sales generated between September 14th and 28th. The campaign is supported online by Projeto Atalho’s webpage and its Instagram account. Furniture brands that want to get involved in the movement are encouraged to photograph a piece of furniture on the street and then post it on the social media channel, inviting others to financially contribute to the cause. Also, they can use one of the photos that are already part of the campaign. When posting on Instagram, the team kindly asks users to please use the hashtag #ProjetoDespejados.

The initiative was made possible thanks to a partnership with MField, a firm specializing in influencer marketing. According to the company’s predictions, more brands will get involved in the cause of helping thousands of people and their families return to their homes.