Nescau Urges Parents to Get Their Kids Involved in Sports

Nescau, a Brazilian cocoa powder brand, launches a new campaign to improve its positioning.

"Sports Teaches Us" warns parents to encourage their children to play sports. Using the concept "Don´t let your fear stop your child", Nescau shows the role sports play in children´s development and independence.

The campaign was created by Ogilvy Brazil. Project kickoff was a research which, by involved parents of children of all ages, led to important findings.

The study found out that one of parents´ greatest difficulties is to allow their children to gain independence, which is largely due to adults´ own fears and insecurities.

Having understood this, Nescau sought to inspire parents to support their children´s sports practice so as to help children´s potential by the lessons we learn through sport. "We know parents´ feelings when their children are not around, their need to protect, and we want these parents to feel supported as new challenges come up", says creative executive director for Ogilvy Brazil, Márcio Fritzen.