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Guri na Roça

  • Jul 16, 2022
  • 1 min read


About the organization


Originally conceived for environmental education and later expanded to promote more holistic human development, Guri na Roça, founded in 1999 by Luciana Ferreira, is an after-school program with a care-based methodology for children and adolescents from the Veraneio Ijal neighborhood in Jacareí (SP).


Organization’s objectives


Communication was developed around two objectives defined by the organization: attracting new financial investors by telling the beautiful story it has built, and supporting young people as they leave the project on their journey into the world of work.


Communication challenges

  • Build an engaging narrative to tell the organization’s story

  • Develop a more structured and assertive communication strategy tailored to audiences and channels

  • Support young people leaving Guri who need information about new education and career opportunities


Delivered materials

  • An engaging narrative told through a 4-minute video

  • A communication plan structured by key messages, audiences, and channels

  • Creation of the digital guide Guri no Mundo to support and guide young people leaving the project in their search for a place in the world of work

  • Training to enable autonomous operation of the communication plan


“Having people who are able to look at us and see that we need support is wonderful. It feels like a ray of sunshine coming in and saying, “we are in this together.” It is fantastic. It gives us strength and nourishes us with faith and courage to keep moving forward.” (Luciana Ferreira)




To learn more about Guri na Roça:

 
 
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