Client

Massacre in Complexo do Alemão

Emergency campaign · Fundo Brasil

Rapid response, conversion-focused paid traffic, and agile infrastructure to support human rights defenders in moments of crisis.

The challenge

In October 2025, Complexo do Alemão, in Rio de Janeiro, suffered a violent massacre that demanded immediate humanitarian and human rights intervention. Fundo Brasil de Direitos Humanos, in partnership with IDMJR (Iniciativa Direito à Memória e Justiça Racial), needed to launch an emergency fundraising campaign.

Strategy adopted

Frictionless checkout

Donation page on the fundraising platform with a single-step donation form.

Emergency media

R$ 10,000 distributed across the main platforms in just a few weeks.

High-impact creatives

Native pieces for Meta Ads and P-Max campaigns on Google Ads.

Base activation

One-off emails and strategic WhatsApp messages to convert leads into donors.

What we delivered

Donation pageSingle-step checkout

R$ 10k in paid mediaMeta Ads + Google P-Max

3 Meta creatives2 flyers + 1 short video

2 P-Max assetsDesign for Google Ads

Email + WhatsAppBase activation

Live in 4 daysFull campaign setup

Development process

From public outcry to support, in record time.

Together with Fundo Brasil, we assembled a rapid-response operation and, in 4 days, launched the campaign focused on performance channels and direct relationships to channel the base's solidarity into real financial support. 100% of the donations raised were transferred to the families and used to guarantee food and transportation for those affected, legal assistance and case follow-up, and support for the mental and physical health of the affected families.

Single-step conversion infrastructure

We developed and configured the campaign's official fundraising page using the fundraising platform. The donation form was designed in a single-step model, removing checkout barriers and speeding up the contribution process.

Help the families in Alemão

Fast, secure, and hassle-free.

MonthlyOne-time

R$ 30R$ 60R$ 120

Donate now

Single-step donation

Online media performance (paid traffic)

We planned and managed an extra emergency budget of R$ 10,000 in online media. We strategically distributed the budget across the main ad platforms to ensure maximum reach and conversion in the short run period (between November and December).

High-impact creative production

We developed native ad pieces to attract clicks and raise public awareness about the urgency of the cause. We created 3 specific pieces for Meta Ads (2 static flyers and 1 short video optimized for Feed, Reels, and Stories) and 2 design pieces adapted for P-Max campaigns on Google Ads.

Relationship journey and base activation

We structured a communication journey focused on converting cold and current leads into effective campaign donors. The scope included one-off emails and strategic WhatsApp sends.

Base activation automated

Email · Launch sent
Emergency campaign is live
WhatsApp · Follow-up sent
Your help makes a difference right now

The artwork

Native, direct pieces to channel solidarity into real financial support.

The legacy

By combining a frictionless checkout platform with the smart distribution of native ads and direct communication via WhatsApp and email, the campaign gave Fundo Brasil and IDMJR the digital assets needed to act with the speed a humanitarian crisis demands. The structure put in place made it possible to turn collective outrage into direct, agile financial support for the affected families in Rio de Janeiro.

Credits

2025

Client: Fundo Brasil
Project management and client services: Sidcley Lyra
Assistant: Josseleny Leoterio
Copywriting: Juliana Lopes
Design: Magnun Alves
Email marketing: Josseleny Leoterio
Online media: Pedro Bernardo

Direct mail

View case

Fundação Otacílio Coser

Fundação Otacílio Coser e Programa Escolaí

Communications management

Get in touch

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comercial@metrica.social (21) 96824-9017