#EveryPassCounts
Under the partnership of Microsoft and Real Madrid’s player Marcelo Vieira, we created #EveryPassCounts, a season long worldwide social initiative that aimed at creating awareness about the importance of digital literacy among underprivileged kids.
Using Marcelo as an ambassador, and his social media profiles as the main channel, allowed us to reach fans around the world and communicate the brand’s commitment to kids’ education, as well as to encourage them to take a stand on the issue.
Together with Microsoft, we set specific goals to provide hundreds of kids in Lima, Peru and Tangier, Morocco with the necessary tools to learn more and have access to a better future. And, through the hashtag #EveryPassCounts, promoted by Marcelo himself, we encouraged people to make their “digital passes” to help kids around the world, and share the content that allowed us to reach our communication goals.
Launching of the campaign through Marcelo's and Microsoft's social media profiles.
#EveryPassCounts English version of the website with the "passes counter", a Twitter live feed, and information on the project progress.
Video of Marcelo connecting with the school in Lima to talk about the progress of #EveryPassCounts and the help they will get as a result of the initiative. This content was shared through Marcelo and Microsoft's social media to encourage fans to keep sharing the hasthag for a good cause.
Launching of the second part of the campaign, intended to add passes to help kids in an orphanage in Tangier, Morocco. This video was shared through Marcelo's and Microsoft's social media channels to encourage people to learn more about the #EveryPassCounts initiative an collaborate on it.