“Misery. Too close for you to be indifferent,” ‘Invisigram’
Story
The collaborative action Invisigram, created by the agency Y&R Brazil for TETO – an organization present in Latin America and the Caribbean to develop volunteer work at precarious settlements -, sensitized 28 Brazilian celebrities to make evident that misery is every Brazilian’s problem. Each celebrity made his or her profile on Instagram available for one day for anonymous residents of communities to post pictures portraying their day to day. The concept was “Misery. Too close for you to be indifferent”. Result: In under one month, the action engaged 4,570 million people, contributing for TETO organization to gain greater visibility in society, increase the number of volunteers to enable projects, as well as to leverage financial resources. The entire action was created, produced and aired without investing a single cent. Now Invisigram is the only Brazilian case in the South by Southwest (SXSW) shortlist, one of the main awards for innovation cases with a real impact in society.