A favela is a unique, low-income and unregulated settlement neighborhood in Brazil that has experienced historical governmental neglect. They are typically associated with high levels of poverty – almost 15 million people live in favelas, 14 million of whom do not have jobs.
The women living in the favelas typically sell products on the street in order to buy the next day’s food for their families. However, when COVID-19 hit Brazil, many were left unable to earn even that minimal income and provide for their families.
In order to contribute to the fight against Coronavirus in the favelas, Central Única das Favelas (CUFA) launched the campaign “CUFA Contra o Virus” with the aim of providing support in the form of food vouchers to families.
Working with well known musical artists, the campaign launched on social networks to help make residents of the favelas aware of how to protect themselves against Coronavirus – as well as supporting fundraising efforts.
With support from Facebook in the form of ad credits, and Lew’Lara in the form of creative, the Kenshoo Social team brought its experts in to manage the campaign through its marketing technology platform, helping to increase the reach and visibility of the initiative.
At the time of writing, the total funds raised by the initiative stand at R$ 6.613.265,91 ($1.2 million USD). In addition, the campaign has helped to:
Kenshoo, Facebook and Lew’Lara invested a total of $75K to support the campaign and generated 30.9 million impressions, 129,000 clicks and 881 conversions.