How to make reports more interesting
Instituto Claro is an initiative by Claro that supports projects related to education, technology, citizenship, and culture across Brazil. Every year, the organization produces large social impact reports showcasing the projects it has supported.
2019 Report
What was the brief?
Social impact reports can often feel overly bureaucratic and dull. Our challenge was to create something that was both technically solid and genuinely inspiring.
Challenge
We interviewed two groups of people: volunteers whose lives were transformed through their work on the projects, and people whose communities were changed by the initiatives supported by the Institute.
In addition, we created profiles explaining the impact of more than 200 projects supported by Instituto Claro.
Como fizemos
With poetic and emotional storytelling, we were able to tell the stories of ordinary people from different parts of Brazil who help transform the world around them.
Since the project was developed at the beginning of the pandemic, we commissioned pencil portraits by the artist André Toma, which brought an entirely different tone to the project.
At the end
Colorful astronauts and dolphins in a ball pit
How Adriane started sleeping better
Some people dream a lot. Anyone can dream: painters, accountants, lawyers. But actually making things happen — changing the world around you — that’s for people who truly want a completely new world. A real one.
Conexão Voluntária was created to connect Claro employees with organizations that need support. You enter the platform and discover an entire universe of initiatives making a real difference. Some need help building toys, others need clothing, books, or food donations. I don’t think any of us realized how transformative all of this would become when we started. No one imagined how differently we would see the world after living through such meaningful experiences.
We created improvised theater plays, invented beautiful checkerboard games, all using recycled materials. We were worried the children would only want trendy toys, but what we brought became a trampoline for imagination to launch itself into the sky — and suddenly they became colorful astronauts. They could build a ball pit and swim with dolphins. Become mad scientists, soccer players, kings and queens inside a castle. I looked at all of this and realized the one imagining everything differently again was me.
We met Rozeli, who used to work as a street cleaner and now coordinates a project that helps hundreds of children in the outskirts of Porto Alegre.
At first, I was terrified of bringing handmade toys built from materials we found locally. Would they even like them? But maybe, if you build a different kind of toy, they might also build a different future for themselves. The children loved everything we brought.
I’ve participated in many projects before, but being able to help — to truly be part of all this — is indescribable. I learned so much and feel incredibly privileged to do volunteer work as part of my job. Even within my routine, with two small children and a house to take care of, I’m still able to become part of incredible stories I never would have known otherwise.
Today, I sleep much better. And I can have deep, magical dreams where I can always help more — and bring more people along with me.
2020 Report
What was the brief?
The pandemic was the biggest challenge of 2020 for everyone. At the time, we were still trying to understand how to create content remotely, without any in-person contact.
Challenge
Because of all this, we created a report built around a series of interviews exploring the importance of helping others. Can a social project really change anything?
The work
We conducted a series of online interviews with people deeply connected to the daily realities of social impact, such as Celso Athayde from Favela Holding and Fernanda Natividade from Conexão Contra a Fome.
The interviews were conducted by young people who came from projects supported by the Institute.
The interviews
