Event Highlights & Key Learnings
about
Crokids is a contest that encourages young designers (boys and girls aged 6 to 16) in Goiás, Brazil, to follow their dreams.
Registrations were free, and participants had access to workshops and the chance to compete for a scholarship at SENAI/GO.
my role
I worked as a social media manager, responsible for the strategic management of the project’s social media channels.
I developed the editorial line and ensured that the communication consistently reflected Crokids’ objectives and values.
The project was divided into 3 stages
stages
2
workshops
The 10 selected participants attended fashion workshops, where they developed two new looks each.
The pieces were made by seamstresses from the project itself.
1
Registrations
Participants submitted an original drawing of a look they created through the website.
3
fashion show
On October 25, 2018, in Goiânia, Brazil, a public fashion show was held, presenting the finalists’ looks.
Admission was charitable: 2 kg of non-perishable food or 1 book.
1ª stage
Registrations
assets
What We Observed
1
Registrations
We noticed the need for clearer communication, as some participants had difficulty understanding that submitting a fashion drawing/sketch was mandatory.
2
Visual Language
We recognized the importance of adopting a more gender-neutral approach in colors and iconography.
Many comments on social media associated the contest exclusively with girls, which limited the project’s reach.
3
Post Identity
We realized that the visual identity could lead to misunderstandings.
Photos of children sewing could confuse the project’s objective, as participants would only create drawings/sketches and would not have access to the machines.
Furthermore, using stock photos of children could imply a specific, younger age, and would not represent all children aged 6 to 16.
New Approach
Registration Phase Promotion
results
The registration phase took place over one month (from August 3 to September 3), resulting in 360 valid registrations.
Promotion Channels:
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Social media
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Email marketing
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Flyers in schools
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Spontaneous coverage by local broadcasters: Globo (TV Anhanguera) and Record (TV Goiás)
2ª strage
workshops
3ª stage
fashion show
Agency
New Comunicação
Team
Ludmila Martins, Pérola Violati, João Paulo Ferreli, João Paulo Batista, Danielly Araujo, Jéssika Furtado, Paula Ayres, Eduardo Roquette, Gustavo Godoy, Luís Cláudio de Araújo, Eduardo Rodrigues.