Brazil was the country that remained with closed schools for the longest time during the Covid-19 pandemic, resulting in a setback of at least a decade in education. The social, political and economic costs of this serious lag are still unknown.
In this context, cause-related marketing (or cause marketing, which is related to the sale of social products) arises as an important tool to promote and generate resources for a social cause, as is the case of education, with the private sector and non-governmental organizations working together.
This way, brands can associate a product to our cause, so that part or all of the money raised from the sale of this item is reverted to our educational projects. A simple and meaningful way to generate value among the different audiences with which the brand relates and still contribute to society as a whole.
Seventy percent of the consumers interviewed by EY Parthenon consultants in 2020 stated, for example, that they would pay more attention to the social impacts caused by the products and brands they consume. Therefore, linking brands to social products to help education cause addresses different demands, such as, for example, attention to consumers’ desires for a more conscious purchase, prioritization of the ESG agenda, and creation of value and better reputation with various stakeholders.
Learn more about some of the Institute’s actions and partnerships:
Ayrton Senna Institute Itaú Card
For each purchase made, part of the value is destined to the education cause without you having to pay extra for it. Card holders also have a 15% discount at the Ayrton Senna Shop. Ask for yours here
Held annually since 1988 by Arcos Dorados, McDia Feliz is one of the largest mobilization campaigns for children and teenagers in Brazil. By purchasing tickets from the Ayrton Senna Institute in advance, organizations become protagonists in the cause of education.
With every sale of laptops from the Yoga, Ideapad or Legion lines, Lenovo allocates a contribution to our educational projects. The partnership has existed since 2019 and is valid for purchases both in physical stores and online.
When making any payment with Visa cards, without having to spend anything for it, an amount is allocated for Ayrton Senna Institute. The action is valid for all transactions made with cards issued in Brazil and previously enrolled in the program.
When you buy one of Melitta’s coffee filters, part of the value goes to the Ayrton Senna Institute initiatives. The action has existed since 2016 and offers thousands of children and young people the opportunity to fully develop their potential through quality public education.
Since 2011, part of the revenue from sales of Regispel paper reels has been reverted to the Ayrton Senna Institute. In addition, to help the visibility of the cause, the Institute’s logo is engraved on the back of the personalized coupons.
Uniting two brands in the education sector, the university’s publishing house reverts to the Ayrton Senna Institute part of the sales value for Game Changer, an English language teaching material. The partnership has been in place since 2021 in order to contribute directly to quality education!
In 2021, Sunset Tires signed a partnership with Ayrton Senna Institute, reverting part of the sales value of the X-BRI tires brand in Latin America, Africa and Asia. The partnership is the first Cause-Related Marketing campaign with B2B companies.
The Troco Solidário campaign takes place in more than 400 Extrafarma stores throughout Brazil and enables all customers who choose to pay in cash to round off their change and donate it to the Institute.
Cause-Related Marketing Forum
To shine a light on and promote cause-related marketing, we have held the Cause-Related Marketing Forum since 2018, in partnership with Ipsos Brazil, Cause and Higher School of Advertising and Marketing (ESPM).
To learn more, visit: forummarketingdecausa.com