Supporting Access to Pediatric Oncology Services in Brazil with Best Practice Video
3s View Through
Increase in Support for Local Children and Families
UNSDG 3: Ensure healthy lives and promote well-being for all at all ages
“The United Nations Sustainable Development Goals are a call for action by all countries – poor, rich and middle-income – to promote prosperity while protecting the planet. They recognize that ending poverty must go hand-in-hand with strategies that build economic growth and address a range of social needs including education, health, social protection, and job opportunities, while tackling climate change and environmental protection. ” – United Nations
São Paulo City, Brazil’s most populous city, is home to five free and internationally-renowned public pediatric oncology hospitals. These healthcare facilities provide life-saving care to some 22 million inhabitants in the surrounding region, and beyond.
For many local families, however, navigating the sprawling city to reach these hospitals can turn into an impossible task due to the often overwhelming logistical, social, and economic pressures involved. For children receiving immuno-compromising cancer treatment, lengthy trips to hospital also pose life-threatening risks, especially when using crowded public transportation.
Combined, these factors can prevent local families from pursuing the vital care needed for their sick children.
To solve that problem, Associação Helena Piccardi Andrade Silva (AHPAS) provides free transportation, onboard education, food, and support services for children and their families undergoing treatment at public oncology hospitals in the city.
AHPAS connected to VidMob in early 2020 to explore using video to raise brand awareness. At the time, the organization had never run any video-based marketing campaigns but was looking to promote its good work and life-saving mission to the general public.
Meanwhile, the economic impact of COVID-19 on the 20-year old organization — resulting in three quarters of its regular funding streams disappearing overnight — meant AHPAS sorely needed a new financial lifeline. Its hope was to drive more qualified individual leads to a new donation platform and encourage them to convert into recurring donors.
In just a week, AHPAS was able to convert its sole longform, low-resolution video into a suite of 4 high-performance marketing assets optimized for social, using VidMob’s Creative Intelligence.
Next, the new assets were further optimized by performing two Call-to-Action (CTA) tests in Agile Creative Studio, designed to drive donor conversions for the organization. Ultimately, the videos and some small grants enabled AHPAS to run targeted paid media campaigns across Google, Twitter, Facebook, and Instagram to supplement their offline fundraising activities.
As a result, average monthly donations to AHPAS jumped from an average of R$3,500 (700 USD) a month in 2019 to R$60,000 (12,000 USD) in May 2020, followed by R$90,000 (18,000 USD) from June onward.
The huge growth in monthly donations meant AHPAS almost doubled its support for local families in under six months and provided 72 children in São Paulo City with access to life-saving medical services at São Paulo oncology hospitals.
The success of its spring and summer video campaigns also motivated AHPAS to produce a festive creative too.
“These services help to make the difference between survival or not.”
Vice President AHPAS / Head of VidMob LATAM
Meet The Team
At VidMob, we harness the combined potential of our company and our talented creator community in order to provide compelling videos and quality data-driven insights for nonprofits. The VidMob Foundation is fueled by the active engagement of some of the world’s most talented creators — with our project managers and creative directors diving in to offer their time and skills. No matter the size or the cause, the VidMob team is dedicated to using creativity for the greater good.
Otavio Salles de Abreu Sampaio
Project Manager, LATAM
Data Analyst, LATAM