We live in a time of social isolation and, therefore, the need for communication from companies and associations has grown and has changed over the minutes. We noticed a huge change in the form of institutional communication at that time. Digital communication happens at the same speed as events because it is a very accessible medium for a large portion of the population. However, not everyone is able to achieve this and those who suffer the most are low-income microentrepreneurs, such as those we work with in the Adventure of Building. That is why we support the initiative described in the AUPA article and which we are sharing. Each one needs to ask himself two questions: how is my company’s communication facing this pandemic? And could I also help someone else to improve my own?
A brief exercise: can you remember how the companies you use products and services with have communicated? Has the strategy changed during this time of social isolation? Now do this same exercise thinking about micro and small businesses around you, which do not always have well-defined communication andstrategies in their budget marketing.
With social isolation, as a protection measure, entrepreneurs have turned to continue offering their products and services. And much of that strength comes from strategies that align creativity, social networks and internet access – the latter being a not-so-accessible resource. Without forgetting, of course, the impulse of partnerships.
The Social Impact Committee, for example, is one of these collectives that seek to dialogue with small entrepreneurs in different ways so that they can sell their products and services in times of crisis. Headed by Emperifa, Aupa, Meninas Mahin and Back to Basics, the committee serves mainly small businesses in peripheral regions with sales techniques, communication, tips for using social networks and product delivery processes. To receive the contents and alerts for lives, you can register at this link.
Online meeting of the Social Impact Committee. In the image, Marcelo Machado, from the cause, dialogues with Ednusa Ribeiro, from the collective Girls Mahin. Credits: Disclosure.
Marcelo Machado, founder of causa, a content platform focused on purpose, was one of the guests invited by the committee to dialogue with entrepreneurs, via webinar. On the occasion, he shared his experience in the audiovisual market and gave tips to make the phone and camera allies when it comes to exhibiting and selling a product. for example. “We are living in an unusual moment and living with something for which we were not in the least prepared. We were invited, albeit on a compulsory basis, to stay at home and rethink about who we are and what our relationships are with ourselves, with each other and with the world ”, he ponders.
The relevance of partnerships is also a way to tackle old structural problems and their consequences – as a kind of union between small businesses. “We live in a country pressured by three simultaneous crises: health, economic and political. All of this in a Brazil with extreme social inequality (race, gender, income) and very low social mobility, which further aggravates our problems, especially in the peripheral territories where vulnerable people live, ”says Machado.
Designers in action!
“What if each of the design, marketing and technology professionals helps a local micro-business during the crisis and adapts to a completely digital world?” It is with this provocation that theinitiative Designers of the People presents itself. It is a meeting of digital professionals withowners small business, in a collaborative way and free of charge. A way to establish partnerships and support the local economy and small businesses that are not included in the classification of essential businesses – and that feel more strongly the consequences of the economic impact, mainly due to the pandemic.
The initiative intends to act on a global scale (it already has the support of designers from countries such as Italy, Canada and Mexico) and explores the potential of the Creative Economy and digital communication. The designers are volunteers and register through the app, where it is possible to look for a small business to help. If you are a nano or microentrepreneur and need help, just access thisfree form for. The idea is to bridge the gap between those who need and those who are willing to help these brands.
Rui Lira is the creator of the initiative and stresses the importance of combining knowledge and technology in times of crisis such as the one we are experiencing. “It is where our work becomes more relevant, as the potential for social transformation is latent”, he explains. He also talks about the urgency to globalize the idea. “To create awareness about the relevance of local commerce and microentrepreneurs for the prosperity of local economies and the vitality of cities”, he adds. In a short time of challenge, the initiative already fulfills its purpose: in the first week, more than 100 designers and 30 owners were involved.
Rui Lira, creator of the People Designers initiative. Source: Rui Lira’s website / ruilira.com.
BOX: Articulation, partnership and mobilization
One of the businesses that received assistance was the mobilization led by Alex Fisberg and Vitor Motomura, alongside the Pivoart and Made in Laser, for the manufacture ofmasks face shield for Health institutions, especially those that meet the SUS. They had the support of designer Paula Ynemine in creating posts for the fundraising campaign. “This was a very emergency campaign, out of necessity. There is a small enterprise behind the initiative ”, comments Paula. An example of digital communication and design combined with positive – and urgent social impact. The donation campaign, carried out on the Benfeitoria website, was concluded and reached the following marks:
Data from the face shield mask donation campaign made by Pivoart and by the Made in Laser studio. Credits: Aupa Art Team – Impact Journalism.