Consumers’ expectations for companies are growing steadily - a study by Ipsos Brasil in 2019 shows that consumer expectations exceed the purchase and sale ratio. To paint a more accurate picture, 78% of consumers agree that companies are expected to take action in support of social changes for the country. And this relation between social responsibility and trust is present in every industry.
In this sense, the Ayrton Senna Institute strives to connect companies to the purpose of education in a win-win situation. In 2019, the Institute cemented the use of Cause-Related Marketing, a tool that aligns business marketing strategies with society's needs, thus contributing to both the cause and the business.
Companies that are our longtime partners reaffirmed their commitment to quality public education. One of the first Cause-Related Marketing projects in Brazil - the Instituto Ayrton Senna Itaucard - exists since 1996. We relaunched it in 2019 with a new design plus additional features and benefits.
For the second consecutive year, the Ayrton Senna Institute partnered with McDonald's in McHappy Day (annual fundraising event), one of the largest social campaigns in the country. The Arcos Dorados initiative donates all the earnings from Big Mac sales on this day to entities that promote education and health. The Institute made a huge effort to pre-sale Big Mac vouchers to partner companies. The most engaged companies include Instituto Cyrela, JP Morgan, Microsoft and Stefanini. Partners used the tickets for endomarketing initiatives and to engage relevant audiences. On the day of the event, the entire team was present at the McDonald's restaurants in the city of São Paulo.
Companies such as CCR, Cinépolis, Compactor, English Live, Melitta, PBKids, Regispel and VISA also strengthened their bonds with the cause.
In 2019 we also had new partners join our efforts to further leverage educational projects. Lenovo is donating a percentage of every retail sale of equipment from its Yoga, Ideapad and Legion lines to the Institute. The campaign was a success thanks to engagement initiatives with various stakeholders, including an inauguration dinner, the creation of materials for points of sales and salesforce training. But that would not have been possible without internal engagement; all staff got involved, from the office to the industrial plant. Sustagen donated all incremental profit from its Sustagen Kids sales in October to the Ayrton 8Senna Institute. The campaign highlighted the importance of proper nutrition for the education of children and youths – which also resulted in high engagement with the internal team. We carried out the Gorjeta Campeã campaign (Champion Tip) with Cabify. In this campaign, Cabify made a donation to the Ayrton Senna Instutute in the same amount as the gratuity given by users to drivers.
Along with its partners, the Institute is providing more children and youths with access to comprehensive education to prepare them as individuals for the 21st century.
CAUSE MARKETING TRENDS
Along with Ipsos Brasil, Cause and the ESPM Center for Social and Environmental Development, the Ayrton Senna Institute held the 3rd Cause-Related Marketing Forum in October. The event was an opportunity to showcase trends in Brazil and worldwide. Organizations such as Itaú, Magazine Luiza, Reserva, Mãe Terra and Editora Mol participated, along with prominent figures such as Marc Tawil, director of the Tawil agency, Fê Cortez from NGO Menos 1 Lixo (One Less Trash) and Cris Bartis from the Mamilos podcast
EDUCATION IN THE DNA
Institutional partnerships are essential for the Ayrton Senna Institute to continue fomenting educational projects to meet the challenges of the 21st century. In 2019, numerous businesses stayed connected to this purpose and helped us bring quality education to different territories. These businesses include: BIC Foundation, Boeing, Fedex, FMC, Volkswagen Group Foundation, Natura Institute, Instituto Positivo, Julius Bär, Linx, SAP and Visa.
The Banco do Brasil Foundation facilitated the roll-out of 7 literacy educational components across 17 territories throughout Brazil. This initiative resulted in the training of more than 25,000 educators who are responsible for the full literacy of more than 720,000 children.
The Institute also received yet another year of support from companies of the LIDE Business Leaders Group. In fact, our president Viviane Senna participated in the 6th LIDE Forum on Education and Innovation, encouraging everyone to reflect on the development of the skills necessary to improve education in Brazil.
Through Salary Donation, a tool that allows employees to donate directly from their payroll, we received contributions from companies like Accenture, Bayer, BCG, BNP Paribas, Buscapé, Castrol, GFK, Lenovo Foundation, P&G and SAP. In order to boost engagement, several of our partners chipped in to double staff donations, reaffirming their commitment to the cause.
We received additional support from the following organizations: Amil, Consórcio Tradição, Cred System, Galzerano, Innova, Instituto FAR - Hinode, Instituto Alair Martins, Instituto MRV, Integration, IQ, KIA, Localiza, Maubisa, Rede, Sanhidrel and UBS
The Ayrton Senna Institute held a very successful edition of Educafé, an event that creates proximity with our partners by promoting the exchange of ideas and experiences. This edition was hosted by Murilo Gun, who specializes in creative problem-solving. Gun spoke with guests about projects related to children and youth education.
The event also featured the presentation of Cortex Intelligence, a platform that supports brand reputation management. In its presentation, Cortex talked about the influence of the press and the impact of the Institute on the education agenda. The company also pointed out the opportunities in starting a partnership with the Ayrton Senna Institute.