Advertising campaign developed to promote online subscriptions to Jornal Boca de Rua, a newspaper made by homeless people in Porto Alegre. The focus was to raise the visibility of the project in the city and attract more subscribers, maintaining the newspaper's identity while creating refined visuals inspired by renowned newspapers, reflecting the quality of the content created by its journalists and challenging stereotypes about homeless people.
Ruaologia (streetology), according to Carlos Henrique da Rosa, is the science based on experience and knowledge that comes from the streets, which only those who go through the everyday challenges of life in the city know about. And, to really get to know Porto Alegre, only with Boca's journalists, Doctorates in Ruaologia.
The campaign's visuals were created based on elements of Boca's identity, combined with classic elements from printed newspapers, such as a bold serif typography, blocked images and color blocks highlighting text, resulting in a refined aesthetic. Living up to the level of Doctorates that the journalists have while avoiding aesthetic stereotypes of homeless people, the campaign managed to spark interest in a target audience far from journalists' usual spaces.
The creative process based on collaboration reflected Boca's own ethos, which is made by many hands. We worked closely with the journalists at all stages: from co-creating texts, to thinking about ideas for the campaign, and even producing campaign photos with them as photographers, as they do for all editions of the newspaper.
Another key element of the campaign was the redesign of the subscription experience. Together with the journalists and the NGO that oversees the project, we selected a crowdfunding campaign to create Boca's new subscription page. This simple change from the old manual process to a better structured platform made not only the subscription process easier for new customers, but also the community management process more streamlined for them.
The inclusive and collaborative approach, not only translated the essence of Boca - according to their own words, but also drove significant results: a notable increase in social media, with growth of 245% in followers, an impressive 4800% increase in profile reach, and more than 10,000% in engagement.
Furthermore, the campaign resulted in more than 100,000 views of the promotional video and the most important result of all: 474% growth in annual revenue from online subscriptions, demonstrating the success of the strategy, increasing the income and social visibility of the project's journalists.
CREDITS
Creative Direction: Marcos Oliveira
Project Management: Nicole Mengue
Copy: Manuella Graff
Strategy: Marcos Oliveira
Design: Priscila Czuka, Marcos Oliveira
Video: Brick Media
Media: Débora Salviato, Juliana Zanatta
Tech Consultant: Fábio Brambilla
Photography Consultant: Natália Blauth
PR: Ana Carolina Pinheiro
Logistics: Pedal Express
ALICE NGO: Rosina Duarte, Talita Fernandes, Arthur Walber
ALICE Photographer: Luiz Abreu
Boca de Rua Journalists: Carlos da Rosa, Michelle Marques, Edisson Campos & team
Project Management: Nicole Mengue
Copy: Manuella Graff
Strategy: Marcos Oliveira
Design: Priscila Czuka, Marcos Oliveira
Video: Brick Media
Media: Débora Salviato, Juliana Zanatta
Tech Consultant: Fábio Brambilla
Photography Consultant: Natália Blauth
PR: Ana Carolina Pinheiro
Logistics: Pedal Express
ALICE NGO: Rosina Duarte, Talita Fernandes, Arthur Walber
ALICE Photographer: Luiz Abreu
Boca de Rua Journalists: Carlos da Rosa, Michelle Marques, Edisson Campos & team