The agency was invited by the International Labour Organisation (ILO) to plan and execute a campaign with the potential to raise awareness of migrant workers in São Paulo about the social risks involved in immigration, as well as their rights and duties in the country of destination.
The campaign design included messages and concepts, distribution channels, products and languages better suited to the target audience. To obtain inputs for the creation of the pieces, two rounds of interviews and coordination with ILO partners engaged with the agenda of combating slave labour were conducted. In October 2018 and April 2019, Forest spoke with experts and migrant workers about communication strategies.
We identified that there were 300,000 Bolivian immigrants in São Paulo. 90% of those were working in sewing workshops and around 60% were women. The level of education was heterogeneous and the vast majority of this group did not speak Portuguese, with the language being a barrier to accessing public services. However, in terms of media, the group used WhatsApp frequently and listened to community and online radios.