80 million reasons not to go to the movies
Across Latin America 80 million children lead impoverished lives in townships of improvised homes, known locally as ‘settlements’ or ‘favelas’. Chilean agency Inbrax called on its movie-making friends for help in tackling the issue.
Extreme poverty is still far too common in Latin America. In Brazil alone, some 38 million children live in conditions that most of us would find hard to believe; their settlements built from scavenged materials and lacking both running water or proper sanitation.
Techo Latam is one of many NGOs working to help improve the situation across the continent.
Speaking from Santiago, Inbrax CCO Pancho Gonzalez explained how they have been long-term partners with Techo.
“At Inbrax we support several NGO’s because helping to improve society is our [creative) purpose and we will do whatever is in our power to help Techo Latam in its fight against poverty on our continent.”
In the campaign ‘SETTLEMENTS’ submitted for competition at Cresta 2020, Inbrax set out to raise $50,000 for the charity. The creative idea was to “launch the film” Settlements (Favelas) using trailers created by top Latin American film directors.
These trailers – apparently to help herald the arrival of a major film — showed the reality of life in the settlements.
The video encouraged viewers to book a ticket, and to do so you had to enter the site settlements.techo.org. Once at this site the checkout told you there was no actual film but that your seat booking was in fact a contribution to Techo Latam.
In just a month, the campaign raised $100k, double its target.
As Pancho told us, “Let's hope that tomorrow there will be no poverty in our countries, but for now this type of campaign will continue to be carried out until we eradicate the settlements.”
You can watch the winning entry video below.
