Leo Burnett Tie Presentation19.11.07(2)

TIE Placement October 2007

W H

295 Dragao do Mar

Philippa & Rachael

Alessandra

Marcelo

TIE Objective 1. Create a communications plan for the launch of the 15th anniversary of Gestos in 2008. 2. Come up with ways to get funding for it

But things changed when I started talking to people…

What do the people of Pernambuco think about those living with AIDS?

Cazuza

Cazuza

But why is discrimination significant in relation to AIDS?

“Early Detection. Early Response” Dr Larry Brilliant

Challenge Get: The People of Pernambuco To: Rethink the way they discriminate against people living with AIDS By: Confronting their prejudices

Proposition: Give your respect to people living with AIDS

A cultural insight There are lots of people asking for money….

Selling sweets, busking, begging, performing, cleaning car windows

People think they have to give money to help

The Creative Idea Your respect is the most valuable thing you can give to people living with AIDS

Considerations for the work Tonality Points of Tension Production Costs Scalable Rights Based Approach

The Creative

“I’m living with AIDS… But I don’t want your money… …I just want you to show you care”

Super: “Embrace the fight and the people who live with AIDS”

People who live with AIDS don’t want your charity. They only want you to show you care.

For someone who lives with AIDS, the most valuable thing you can give is your support.

‘Jobs are hard to find, so I’m selling sweets for 1R$. Thank you for your time and help.’

Take these sweets and don’t leave money. People who live with AIDS only want your respect.

I’m living with AIDS. Give your money to others. I only want your respect.

Donate your money to other causes. For people who live with AIDS, the most valuable thing you can give is your support.

Part 2 Raising funds

“Life shrinks or expands depending on one’s courage” Anais Nin