As major U.S. media outlets like the New York Times, the Atlantic and Vanity Fair boost their marketing efforts to highlight the importance of journalism in turbulent political times, FCB Brazil is working with one newspaper in Brazil to help it do the same.
The Brazilian media is hard at work exposing government corruption, as public services in the country are in a state of collapse. So, FCB Brazil created a tool for Brazilian newspaper O Estadão de São Paulo to show the cost of government corruption, in real-life terms.
The tool, which appears on the paper’s website, converts the amount of money each corruption scandal reported by the paper costs Brazilians, in terms of water, school lunches and vaccines.
It lets readers calculate the benefits and services that could have been provided with the funds had they not been diverted because of corruption.
“Corruption is becoming more important in Brazil, and it’s always in the news, because it’s happening a lot,” said Joanna Monteiro, CCO of FCB Brazil. “Being able to go deeper into the news, and the numbers behind it, is exactly what Estadao does, and the converter shows that.”
“People don’t realize how money being taken away by our politicians changes their lives for the worse—this tool is useful in showing that: less food for our kids, less health for our families,” said Marcelo Moraes, marketing and advertising director at Estadão.
The calculator is also a great brand-building tool for the newspaper, Monteiro said.
“It shows how newspapers are being innovative and using innovation to connect with the consumer on another level,” she explained. “It really helps them to stand out.”