LLYC - Community Relations Campaign of the Year

Company: LLYC
Company Description: We are a global communications and public affairs consulting firm. We help our clients make strategic decisions within the disruptive and uncertain context in which we live, taking into account their reputational impact. And we collaborate with them to successfully execute them so that they can achieve their business goals, defend their social license to operate and increase their prestige.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Community Relations

Nomination Title: Histórias da Dutra

Specify the date on which this campaign or program was launched:
Project started in May 2020;
Website launched in September 2020;
Advertising campaign / boost in January 2021.

An infrastructure project that changes the reality of a region, causes changes in geography and creates new economic and social dynamics for the surrounding populations. From the communication point of view, the possibility of building a positive narrative about the CCR Group's performance (through CCR Nova Dutra) in the management of the President Dutra Highway was essential to mark the 25 years ahead of the highway concession, allowing for the conclusion of an investment cycle that changed the reality of the most iconic highway in the country.

It was with this perspective that the proposal for the Dutra Legacy Project development emerged - later named Dutra Stories. The strategic construction for the communication of the project sought to record in a series of contents (focused on characters and stories) data and information that could be fixed in the audience, in the residents who live along the entire Dutra route and in the authorities (municipal and federal), the CCR brand and how its business model modernized the infrastructure and created the offer of quality and safety services for its customers.

The registration of this legacy required the effort of more than 15 professionals over nine months of work, in interviews, external recruitment, alignment meetings and all of this, following strict security protocols to avoid contamination of those involved by the new coronavirus. The project advanced throughout 2020 and today it can be consulted as content that demonstrates CCR Nova Dutra's performance as an inducer of development.

As the project was born out of the need to disseminate the achievements promoted by the concessionaire CCR Nova Dutra based on the stories of the beneficiaries, the work started from carrying out extensive research to discover the stories.

To organize this mapping, we divided the highway into four stretches (Greater São Paulo, Vale do Paraíba, Southern Fluminense and Baixada Fluminense), which brought together similar socioeconomic characteristics, in order to have stories that contemplated the entire length of the highway and different realities found along the 402 km.

The creative process involved in the production of the content explored the construction of narratives that put people as protagonists, with the highway as the modern environment where the stories developed.

The contents produced, in the formats of texts, video reports, photos, mini-documentaries and audios, were hosted on a website with exclusive domain for Histórias da Dutra project, and promoted through social networks.

The goal was to have the stories published periodically in the weeks leading up to Via Dutra's new concession auction, originally scheduled for September. With the auction schedule unclear due to the pandemic, project was distributed to be carried out over the following months, until the end of the highway concession contract.

The idea was that Dutra's stories would guide the production of journalistic content that focused on the end of the concession and that would give materiality to the investments promoted by the CCR Group, for a wide audience, reaching all stakeholders involved. This purpose has been achieved.

The survey, which began in May 2020, was carried out over two months by a team of journalists, documentary filmmakers, photographers, marketing consultant, in partnership with employees of the concessionaire, connected through teleconferencing platforms. A menu of more than 35 stories, dozens of characters, in addition to hours of recording with images of the highway was prepared.

In July, a pair of reporters and photographers went on the field to produce content: there were 25 days of travel along the Dutra, 4,000 km traveled, 62 people interviewed and more than 20 accurate stories. In September-October it was the turn of the documentary filmmakers to go out to the field to capture stories of the characters for mini-documentaries.

This external work was carried out during covid-19 pandemic, which required more elaborate prior planning in order to guarantee safe lodging and food and testing for the teams. A production effort was made to access places closed to the public due to isolation measures. None of the professionals was contaminated during the design of the project.

In parallel with the research and execution of the contents, the visual identity of project was developed, the website that houses the contents and composed an original soundtrack that works as a link between the different products.

Eight mini-documentaries and 22 journalistic reports were produced, illustrated with photos and video reports. These contents generated posts published on the social networks of the CCR Group, controller of CCR Nova Dutra, and driven by a specific media plan.