Content Creation Strategy

Today 50% of Brazilians do not have access to basic sanitation; this means that approximately 100 million people live without basic hygiene, and 40 million people with no access to clean water. These devastating numbers lead to consequences as dire as increased child mortality in the poorest regions. Something had to be done.

With this statistical fact in mind, Neve, the leading toilet paper in Brazil, and iris created the “Half of Us” creative concept. Because this problem is not only half of Brazil, not only half of a country, it is half of all Brazilians. The main goal was to bring awareness to this critical subject of basic sanitation.

The first phase of the campaign in 2016 was a manifesto film featuring two sides of the country’s reality, showing a day in the life of a boy who had access to proper sanitation and a life of a kid who did not. The campaign website featured the interactive video, as well as an invitation for users to create an animated GIF online as a token of their support and help raise awareness of this issue.

Social Impact Marketing

In 2017, using the brand's and one of Brazil’s most famous icons, the legendary butler Alfredo, and testimonials from residents of Milagres do Maranhão, Neve showed everyone how toilets can change lives, co-creating an alternative, sustainable low-cost bathroom that is helping residents of one of the regions with the worst sanitation index in the country. On the campaign website, a construction manual is available for users to download and have access to the bathroom model. Several posts on social media were created to help drive participation of raising awareness of the issue.