ABRALE, LIFE LEAGUE

In 2021, ABRALE registered and assisted 2,505 new patients and conducted 7,860 services. By the end of 2021, it had already served more than 50,000 patients.

In recognition of its seriousness and importance, ABRALE has received several awards, including the Social Entrepreneur Award from Folha de São Paulo and Schwab Foundation, and Best NGOs to Donate, from Época Magazine and Instituto Doar. In 2021, it was named the Best Health NGO in Brazil by Instituto Doar.

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Today, the lives of thousands of patients depend on the work and support of ABRALE, guided by the vision of 100% effort where there is 1% chance. To achieve this, donor partners are crucial in financially enabling the organization.
Since 2010, when approached by then-president Merula Steagall, Rino Publicidade volunteered to help ABRALE solve its communication needs on a “pro bono” basis.

The purpose of this case study is the campaign carried out in the second half of 2022, when the organization faced a significant drop in donations due to the growing financial difficulties of its usual donors, largely related to the pandemic’s effects on the job market.

Rino understood that it was absolutely necessary to expand ABRALE’s regular communication, which had been focused mainly on the use of its own resources. The recommendation was to carry out a mass media campaign to raise awareness and stimulate donations.

Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.

The challenge was far greater than offering the agency’s own services on a “pro bono” basis. It was necessary to seek partnerships with production suppliers, casting producers, and media outlets to make the campaign feasible without relying on any financial contributions from the organization.

Rino leveraged its excellent market relationships and secured the production of a TV commercial with a volunteer production company and cast, as well as complimentary airtime on Rede Bandeirantes, SBT, and Rede TV!.
The results were quite significant, with a growing recovery in the volume of donations to ABRALE.

Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.