To celebrate its 10th market anniversary, NBS decided to develop an innovative institutional project. The goal was to come up with a project that would express NBS’ values and its “no bullshit” philosophy, and effectively contribute to the positive transformation that the city of Rio de Janeiro has been experiencing in recent years.

Thus came about NBS Rio+Rio: the world’s first social business run by an ad agency. We took advantage of the positive social transformation period for the city and the scheduling of major events, like the 2014 World Cup and the 2016 Olympics, to build a bridge between private companies, brands and the pacified favela communities in Rio de Janeiro.

It’s not philanthropy, welfare nor advertising. It’s a new business model and a win-win situation for both sides: on one side, the communities that are implementing projects to promote a transformation of their realities; on the other, companies that develop projects to generate results and benefit the reputation of their brands.

NBS Rio+Rio is the world’s first social business managed by an ad agency.

According to this model, NBS Rio+Rio is a company and not an NGO or a corporate social responsibility department. It’s funded by the implementation of projects in pacified communities for its clients.

After we recoup our original investment, 100% of NBS Rio+Rio’s profit will be reinvested in new projects for the communities.

With this business model, besides ensuring the sustainability and longevity of NBS Rio+Rio, we can increase our social impact, developing more projects and generating more positive transformations in the pacified communities.

During our first year of operation, we developed projects for brands like Coca-Cola, Nike, O Boticário and Sebrae, benefiting over 15 communities.

Our office in the Santa Marta favela promotes monthly lectures and workshops for young entrepreneurs from the community.

The NBS Rio+Rio project generated US$ 1,642,857.68 in spontaneous media, which corresponds to an ROI of 213%.

NBS Rio+Rio was featured in the national and international specialized media and went beyond the communication and marketing segments. It was also featured on broadcast TV, paid TV, renowned newspapers and popular websites in Brazil.