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The globally aware EcoFinanciamento Bradesco
Using business and banking to make a positive difference for the environment.

Appealing to environmentally conscious consumers is a verified and successful strategy. This is not limited to the US; it is an actual worldwide phenomenon.

When done successfully it can make a real impact for the better. This requires both consumers and companies to be similarly minded. Everyone can get something they want and make responsible decisions that affect the future of the world.

Consider "EcoFinanciamento Bradesco" by Brazil's banking entity Bradesco. Inspired to make a positive change and betting that the people of Brazil felt the same, Bradesco employed advertising agency Y&R to place a spotlight on the idea and give it direction. Y&R's Leticia Valenca served as creative strategist on this campaign. Also a copywriter, Valenca was utilized for her insight and creative approaches in reaching the public. As the largest advertising agency in Brazil since 2002, Y&R partnering with one of the country's biggest banks spoke with a voice loud enough to pull a large percentage of the public into the conversation of using something already in place within their daily lives to do something good for everyone. 

With an overture that illustrates the motto "with great power comes great responsibility", Y&R and Bradesco created a campaign to communicate the "EcoFinanciamento Bradesco", a service that finances a variety of vehicles, based on a proposal to contribute to neutralizing the impact on the environment. This not only displays Bradesco's willingness to invest in the future of its customers in present day but also generations of customers yet to be, and people everywhere. Partnering with SOS Mata Atlantica garnered trust for Bradesco. Leticia's ad copy succinctly stated, "Make an EcoFinanciamento of Vehicles Bradescoand help the Atlantic Forest. Bradesco is also a complete Bank for the environment. Now, when you finance your car, motorcycle, tractor or truck with Bradesco, you contribute to the reforestation of the Atlantic Forest and neutralization of the carbon emitted by your vehicle. With each lease or financing, native tree seedlings will be planted by the Forests of the Future Program of S.O.S. Atlantic forest foundation. Talk to your manager at Bradesco and do some financing. If you are not a customer, please open your account. Nature thanks you."

People all across the planet are concerned about the environment and have become aware that there voice is often heard the loudest when in the form of spending, at least by the business world. Brazil is particularly aware of this due to the massive impact on the rainforest. Heralded as one of the most important ecosystems on planet Earth, the rainforest's importance has been professed by scientists for years. Whether it's purchasing a bar of soap by a company who rejects animal testing or financing a new car with a bank that understands the importance of nature, the public is more aware than ever before that they can work with companies who care. As the country's third largest banking entity with 5,314 branches and 38,859 ATM machines throughout Brazil, Bradesco and Y&R's "EcoFinanciamento Bradesco" was successful and set in motion a new trend for the area. Leticia has been a part of award-winning ad campaigns (as part of Ogilvy Brasil which received a silver Effie Award for "Predio Pra Voce") but finds equal rewards in work like "EcoFinanciamento Bradesco" stating, "I liked this campaign because it accomplished its goal for the client (Bradesco) but it also did something good to the environment by supporting local biodiversity in helping the SOS Mata Atlantica Foundation. I felt like I had met the goal twice, professionally and personally speaking."

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