Aldeia's Campaigns
Fundraising campaigns were always a central part of my work at Aldeia. Over the years, I was involved in the strategy, visual creation, and communication of these campaigns, which followed an annual calendar aligned with the school calendar of the institution.
This process involved planning, creative concept development, visual identity adaptations, and communication and fundraising strategies developed together with the team. Our main channels were Instagram and direct contact with partner companies through institutional presentations. Depending on the campaign’s focus, we also explored other channels such as OOH, traditional media (radio and TV), and other social media platforms.
Below, I present some of the institutional campaigns I developed.
Year: 2023-2025
Key words: Fundraising Campaigns • Communication Strategy • Visual Identity Design
School Supplies Campaign - 2023
Fundraising campaign to provide school supply kits for 315 students, surpassing the donation goal with the support of partners and the community. The creative concept followed the institution’s visual language and featured illustrations with oversized school objects, reinforcing the idea that education has the power to expand each child’s world, possibilities, and dreams.
Income Tax Allocation Campaign
(FUNCRIANÇA) - 2023
In Brazil, individuals and companies can allocate part of their income tax to social projects through public funds for children and adolescents (FUNCRIANÇA). Approved organizations, such as Aldeia, can submit projects and receive these allocated funds.
This campaign takes place annually, usually at the end of the year. In 2023, instead of creating a traditional Christmas campaign, we developed the concept “Being Present is the Gift,” a play on the double meaning of the word “present,” connecting the idea of time and presence with the act of giving and supporting the future of children and adolescents.
For this campaign, it was essential to create social media content that educated the audience about FUNCRIANÇA, explained how the donation process works, and, most importantly, communicated transparency about how the funds would be used.
Easter Campaign - 2024
Easter is one of the most challenging campaigns at Aldeia. As a non-religious organization, we intentionally avoid traditional holiday symbols such as bunnies and carrots. Instead, the campaign focuses on collecting chocolates and sweets, acknowledging that these are not part of the everyday reality for many of the children and young people we support.
The communication strategy required a careful balance between respecting the organization’s guidelines and creating an engaging, emotionally resonant message. In 2024, this approach proved to be highly effective, as demonstrated in the video!
The creative concept for this campaign was based on transforming the donated product — chocolate — into the campaign’s visual language. Chocolate bars and packaging were used as graphic elements and layout structures, creating a playful and direct visual identity strongly connected to the campaign’s purpose, without relying on traditional Easter symbols.
Flood Relief Campaign
Rio Grande do Sul - 2024
In May 2024, an unprecedented flood affected 459 of the 497 cities in Rio Grande do Sul, Brazil. Aldeia, located in a higher area, was not directly affected, and most of the families we support live in the same region. Because we are an NGO with more than 60 years of history and strong credibility, companies and individuals from all over the country reached out to us to help coordinate donations.
We opened an emergency donation account and quickly became a donation hub, with most of our team focused on supporting relief efforts. The video shown here was recorded in one of the cities that was completely affected, where we helped a long-time health partner deliver food, assistance, and essential supplies.
Communication was crucial during this period, as needs changed daily. The posts I created were simple, direct, and impactful, focusing on clearly communicating urgent needs and how people could help. My role included emergency communication, social media content, donation campaign materials, daily updates, and donor communication.
End-of-Year Campaign - 2024
As with the Easter campaign, we do not use traditional Christmas elements. Starting in 2024, the organization also decided not to collect physical gifts, but instead to raise funds for an outdoor experience in nature, a day trip focused on connection, integration, and outdoor activities at a countryside location near the city.
This campaign was particularly challenging, as we needed to raise R$70,000, which would make it possible for 400 children to participate in the trip.
The concept developed for the campaign was “The greatest gift is in the experiences. Your best childhood memories happened in nature.” This idea was translated into the campaign concept “The Magic of Living,” which subtly referenced Christmas while using visual elements such as leaves and snow globes. The color palette followed the institutional colors, with the addition of red.
In the videos, you can see how successful the campaign was!
School Supplies Campaign - 2025
For the 2025 school supplies fundraising campaign, I wanted to create something more handmade and, in a way, more human-centered, in order to better connect with our community. I wrote all the texts by hand, scanned them, and placed them on notebook layouts with images of students surrounded by school materials, resembling a classroom environment.
The communication materials were quickly shared by our partners and community, resulting in the fastest fundraising campaign we had ever achieved.
Winter Clothing Donation - 2025
Starting in May, we launched the winter donation campaign to collect warm clothing and rain gear for the children supported by the organization. For the 2025 campaign, our team developed a cozy, handmade visual concept inspired by fabric textures, embroidery, and winter clothing elements, reinforcing ideas of warmth, care, and protection.
The visual identity explored textile-inspired elements such as embroidered stamps, fabric textures, and clothing labels, creating a warm and tactile visual language that connected directly with the campaign’s purpose.
We also produced several videos featuring the children, helping to create a more personal and emotional connection with the audience and increasing engagement with the campaign.
The videos and materials were produced in collaboration with Khauanny Stiebe, communication intern at Aldeia.
It was all or nothing, and we had little time and two other campaigns running simultaneously: the end-of-year campaign to fund a trip for the children and teenagers, and the FUNCRIANÇA campaign. Because of this, the communications and fundraising teams worked more closely than ever, activating partners through direct outreach to secure donations.
We also promoted donor rewards on social media, sent email marketing campaigns to our mailing list, and created the video shown alongside — which was scripted, produced, and edited in just one day. By combining our networks and reaching the right people, we achieved our goal and raised R$30,000 for the sustainability workshops.
Matchfunding Campaign - 2025
One year after the floods that hit Rio Grande do Sul, Aldeia was invited to participate in a campaign that aimed to give visibility to initiatives working with sustainability. Serving 350 children and teenagers in its sustainability program, the workshops teach care for the land, sustainability, and community.
The campaign was created by Benfeitoria and followed a matchfunding model: for every R$1 donated, partner companies would triple the amount, as long as the campaign reached R$10,000 by December 20. If the goal was not reached by that date, 100% of the donations would be automatically refunded.
