Diferenças-Child Development Center: EFEITO D (D EFFECT)

Credits & Description:

Category: Large Scale Corporate Identity Schemes

Advertiser: DIFERENÇAS - CHILD DEVELOPMENT CENTER

Product/Service: CHILD DEVELOPMENT CENTER

Agency: BBDO PORTUGAL

Agency: RMAC

Date of First Appearance: Sep 15 2009 12:00AM

Entrant Company: BBDO PORTUGAL, Lisbon, PORTUGAL

Vice President /Chief Creative Officer: Pedro Bidarra (BBDO)

Creative Director: Ana Cunha (RMAC)

Designer: Pedro Duarte (RMAC)

Brand consultant: Diogo Cunha (BBDO)

Media placement: Experimenta Design Exposition - Fundação Calouste Gulbenkien - 15 September 2009

Media placement: TV - RTP 2 - September 2009

Media placement: TV - TVI - October 2009

Media placement: Magazine - Visão - October 2009

Media placement: Magazine - Time Out - October 2009

Media placement: Newspaper - Metro - October 2009

Media placement: Newspaper - Expresso - October 2009



Describe the challenges and key objectives

As many other NGOs dedicated to this type of work, Diferenças is experiencing significant financial difficulties, subsisting only thanks to sporadic donations from companies and other organisations.
The challenge put to us was to create a way of providing the Child Development Centre with a more sustainable source of financing, making Diferenças less dependent on donations.
Or rather, find ways in which a non-profit organisation might make money.



Describe the brief from the client

Diferenças is a child development center for children with Down-Syndrome.
The centre was created in 1990 and 20 years on is considered one of Europe’s finest centres in its area of intervention, with its work recognised for the inventiveness and creativity with which it searches for solutions to the problems faced by those with Down-Syndrome.
Diferenças currently supports over 6000 children, both Portuguese and from around the world. And this support obviously costs money.
Create a new source of income to 'Diferenças' - a center that helps and supports children with Downs syndrome.



Describe how you arrived at the final design

The D effect (Efeito D) is the word Defect with a defect.
Efeito D is a new brand of design articles inspired by people who are different – people with Down’s syndrome (a genetic disturbance caused by the presence of an extra chromosome 21 in the human genetic code).
Assuming design as a tool capable of reproducing this distinction, efeito D challenges Portuguese and foreign designers to design objects that incorporate in their genetic code a difference which renders them unique, original and desirable for consumers.



Give some indication of how successful the outcome was in the market

The D Efeito Collection was officially launched at Experimenta Design, with its concomitant exposition at the Fundação Calouste Gulbenkien inaugurated in the presence of the President of Portugal.
Its impact was remarkable.
Negotiations are underway with companies such as Ikea, Vista Alegre, Area, Fnac and H&M, for the purchase and commercialization of Efeito D collections.
Acceptance levels for Efeito D amongst civil society and businesses went beyond the targets initially established. Numerous orders were placed.
For Diferenças, these are amounts that make a difference.
The initiative’s success has led to designers such as Philippe Stark, Uwe Fischer, Studio Makkink & Bey or Richard Hutten showing their interest in creating their own genetically modified objects.