Public Spirit Award
The Public Spirit Award (PEP in Brazil) was created in 2018 with the mission of recognizing and honoring the work of professionals who work with the purpose of positively transforming the Brazilian public service. In a sector full of stigmas, the existence of the Award reinforces the importance of changing thinking about public professionals and their professional trajectories.
Challenge
With registrations for the 6th edition arriving, PEP needed to expand its communication beyond those registered for the previous award.
There is the challenge of communicating a niche award to an audience that often does not feel valued, and that is still stigmatized by those outside the public sector.
After desk research and conversations with directors, a plan was drawn up to communicate in the best way in the digital environment with people.
In addition to the planning itself, a content strategy, moodboard and visual guide, media plan, interaction guide and email marketing rule were designed for two moments:
1. Always-on content (organic and paid media)
2. 360° content with a focus on opening registrations and follow-up until closing
Insight
To communicate with servers and encourage them to register their projects, the biggest argument is the appreciation of their work.
The role of public service workers is increasingly essential, and it is crucial to invest in their development, innovation and management improvement.
One of the ways is to recognize projects that make a difference in people's lives, as this helps the careers of the professionals themselves.
Results
The public of the profile communication interacts with the materials disseminated and is engaged. As a result, the feeling of appreciation that the Award brings to public servants is seen in a tangible way.
- The historical record for projects entered in the award was broken: 57% more compared to the previous edition.
- More than 250% new followers on Instagram
- 134% increase in page views of the institutional website.
- 203% increase in new users through Google.
- 150% increase in the number of registrations in email marketing campaigns.
