Half For Happiness
Brazilian non-governmental organisation Casa do Zezinho – an initiative running programmes to help young people from low-income families improve their quality of life – has partnered with two supermarket chains to launch the Half for Happiness campaign. Developed by Sao Paulo advertising agency AlmapBBDO, it aims to raise money for those from less privileged backgrounds.
Supermarket customers were given the opportunity to buy half-size fresh food products at full price, with 50% going to Casa do Zezinho. The foods were cut in half, processed and packaged with the help of children.
Donations to Casa do Zezinho increased by 28% compared with the previous year according to the charity, and the initiative won the Silver Outdoor Lion at the 2011 Cannes International Festival of Creativity.