According to a UN report, there are more than 40,000 non-governmental organisations in the world today. With so many threats to our planet’s future (like conflicts, endangered species, pollution, deforestation, climate change…) the landscape of causes demanding our attention and help has hit a historic high.

Casa do Zezinho and Grey London want to draw attention to the fact that what nearly all those causes have in common is that children are the ones who suffer the most. They are the most vulnerable in any sort of hostile scenario. So, when they need help, children can’t wait.

Their campaign, The Ultimate Cause, puts children as number one among all other causes asking for people’s attention and help.

Casa do Zezinho (CZ) is a non-governmental organisation based in São Paulo that offers social and educational activities to children, around 1,000 socially vulnerable children every day. At CZ, children, adolescents, and young people have contact with workshops and projects on nutrition, sports, the arts and reading, among others. It educators also inspire children, especially those who come from the favelas, to dream and do whatever their imagination leads them to do. In addition to the activities, CZ’s children have three meals a day and there is also support for their families. 

“Casa do Zezinho does inspiring work that the world deserves to learn more about. Without children, there’s no future at all. It’s a great honour to create this platform for them, reminding everyone that children are the cause of all causes,” stated add Pedro Rosa and Roberto Kilciauskas, group creative directors at Grey London.

The campaign was shot by the awarded photographer, Ale Burset, the OOH, print and social campaign will be followed by a film before the end of November, and in December a Giving Tuesday movement will be added to drive further donations. The ads will run in Portuguese and English thanks to a comprehensive partnership with GDB Media.

Credits:
Client: Casa do Zezinho 
Client Team: Maria Celia Gonçalves, Ana Claudia Siqueira, Adriana de Paula Santos

Media Partner: GDB Media – Ricardo Marques & Luciana Finatti

Creative Agency: Grey London
Chief Creative Officer & President: Laura Jordan Bambach
Worldwide Chief Creative Officer: Javier Campopiano
Executive Creative Director: David Wigglesworth
Head of Art: Costanza Rossi
Group Creative Directors: Pedro Rosa & Roberto Kilciauskas
Art Director: Pedro Rosa
Copywriter: Roberto Kilciauskas
Executive Producer: Maxine Hose
Producer: Hananha Willers
Designer: Raquel Vieira da Silva

Photographer & Director: Ale Burset
Post-Production & Sound: Gramercy Park Studios