Birth UK
Mon, 09 May 2022 11:41:59 GMT
Birth’s Rafa Damy has directed this moving film to encourage the inclusion of those leaving the prison system in the job market.
Currently, about 800,000 people are serving a custodial sentence in Brazil. According to a 2020 survey (Source: Federal Supreme Court), the criminal re-offense rate in the country reaches 49.2%, almost half of the adult prison population. The reasons are many: the lack of professional training programs in the prisons, the lack of acceptance by the family, the community, and mainly: the prejudice that the ex-prisoners face in the job market. Many businesses think that, having committed a crime the ex-convict will forever be a criminal.
To raise awareness in society and companies, the employment agency Responsa asked the agency Propeg to create an advertising campaign with the objective of encouraging the inclusion of those leaving the prison system in the job market.
With the title 'Second Chance' the film produced by Santeria tells the true story of Rodolfo Maturana, a detainee who served time for car theft in Brazil and who, when he got out of prison, faced great difficulty in finding a job. Using his talent for opening doors and locks, he makes a living as a locksmith. But after scenes that show the great prejudice of society towards him, we see Rodolfo at the end of the film breaking into a luxury car, as if he was returning to his life of crime. But to everyone's surprise, he saves a baby who was trapped inside the car.
The film signs off with the message: “If you can be good at something, you can be good at something.” It details the project of the 'Responsa' employment agency, which has already served 1800 ex-convicts and managed to employ more than 1000 ex-convicts from the Brazilian prison system.
Title: Second Chance
Agency: Propeg
Client: Responsa
Chief Executive Officer: Victor Barros
Chief Creative Officer: Emerson Braga
Creative Directors: Emerson Braga
Copywriter: Emerson Braga, Rafael Damy, Marcio Naziazeno
Art Directors: Gustavo Batinga
Chief Product Officer: Melina Romariz
Customer Service Director: Michele Estevez
Media Manager: Patricia Seabra
RTV production: Juliana Leonelli
Film producer: Santeria
Director: Rafa Damy
Co Director: Roddy Dextre
Executive Producer: Edgard Soares Filho, Rafa Damy, Roger Garcia
Creative Director: Felipe Luchi
Executive and Business Management: Roger Garcia
New Business Director: Emerson Souza
Director of Photography: Guilhe Muse
Attendance: Paty Silveira
Assistant Director: Pedro Sokol, Felipe Radamés
Art Directors: Tamara C Soriano
Costume designer: Kleber Lucin e Ana Carolina
Make up: Miriam Kanno
Casting Production: Dennys Carvalho
Production director: Toninho Gomes
Producer: Julia Caiuby
Production Coordinator: Larissa Quicoli, Ana Paula Domingues
Post Production Coordinator: Rafael Tschope
Editor: Arthur Brito , AMC
Colorist: Osmar Junior
Sound Producer: Cabaret
Musical Production: Guilherme Azem
Composer: Guilherme Azem
Mixing: Gab Scatolin
Finisher: Guile Oliveira, Letícia Medeiros and Mauro Kuschnir
Attendance: Ingrid Lopes, Junior Freitas, Flávia Caparelli and Bárbara Russiano Coordination
Genres: Storytelling
Categories: Corporate, Social and PSAs, Charity
Birth UK, Mon, 09 May 2022 11:41:59 GMT