In November 2010, the police and the army invaded the Alemão Complex, a low-income community of Rio de Janeiro. This had international press. Santander was the first bank to open a branch at the community. It was a good moment to show the company’s commitment to the local population.

With the year ending, there is nothing better than a big Christmas party to bring back joy.

The merriest Christmas Alemão Complex had ever seen had to be organized in only 15 days. This also had international press.

During the mounting of the tree, many actions were carried out to involve the community.On December 10, 50 thousand wreaths were distributed to locals to decorate their houses.On December 11, at AfroReggae’s headquarters, a workshop on Christmas decoration with recyclable materials was carried out. The workshop received 1,500 children, who created 4,000 decoration items.Meanwhile, the 100 Santander branches in Rio collected gifts donated by clients, employees and the bank itself, which were distributed to locals on December 19.The tree was inaugurated on the night of December 19, with fireworks, musical shows and live broadcast on TV. The party received over 10,000 people.All actions were advertised in a blog published by young dwellers, authors of a community newspaper. They also advertised the actions on the newspaper’s Twitter profile, with over 40,000 followers.

PRE-EVENT:- 50 thousand wreaths distributed to the dwellers of the community- 1,500 children participated in the decoration workshop, making 4000 items- 50 thousand gifts distributed to the communityEVENT: - 1 23-meter tall Christmas tree, all decorated in LED lights- 10 thousand people in the inauguration of the treeWEB:- Over 7 thousand visits to the blog- Over 1,000 retweets- 590,000 people impacted over the webSPONTANEOUS MEDIA:- Inauguration of the tree is broadcast live by Brazil’s largest TV channel and rebroadcast to over 150 countries Duration: 6 minutes at prime time on Sunday- Coverage at CNN: Duration - 2 minutes - 10 reports on 5 other TV channels. Total exposure: 50 minutes- 20 articles in 9 newspapers- 82 news items on 51 websites- 6 reports on 4 radio stations. Duration: 15 minutes