Many
are the changes caused by coronavirus pandemic. It’s time to review
habits and reinventing ourselves. This will be no different with the
traditional Saint John’s parties in the Northeast region of the
country that used to attract thousands of people every year.
With no gathering in the streets, the public will have all eyes
turned to the cell phone, computer or TV screens to watch, live, in
Saint Anthony’s Day, June 13, Elba Ramalho’s performance, direct
from the artist’s home in Rio de Janeiro.
One
of the main stars of these celebrations in Brazil, Elba was expected
to open the Caruaru’s party, in Pernambuco, on June 23. With the
event cancellation, she will make her first performance in the June
season in a Live Concert promoted by Neoenergia, one of the main
companies in Brazilian electric sector, to be broadcasted at the
singer’s channel in YouTube.
“This
year, we will not have the warm of the meetings around the bonfire,
but we will have the warm of our hearts, because the party is alive
in our emotions. We will not have crowded squares, but my
singing will get even beyond and reach all those who value our
culture and celebrate Saint John’s party. The party will be
different, will be virtual, but will not be that different, as we
will have the accordion, triangle and zabumba and a lot of good
music”, says Elba Ramalho.
The purpose of the action is to celebrate the traditional party and encourage a safe and conscious Saint John’s party. During the show, the singer will share tips and important information to avoid electric accidents at home. In addition, the virtual concert will feature Dona Néia, a character of Neoenergia’s campaign, who will keep providing safety guidance after Saint John’s party.
“We
adapted the communication format for Saint John campaign, which is
being celebrated differently this year. What we used to do in the
party places, face-to-face with the public, regarding the care with
the electric network is being made on a virtual basis and we trust
that our purpose will be reached”, says Marcus de Barros Pinto,
External Communication superintendent at Neoenergia.
The
virtual event broadcasting will start at 4:00 pm, Brasília time,
with a “warming event” headed by chef Batista, the partner of
Claude Troisgros French chef. He will teach the audience how to
prepare a typical meal of the June parties. After the cooking class,
the dancer couple Ju Paiva (former FitDance) and Dam will teach some
classic forro dancing steps so that everybody may practice. At 5:00
pm, Elba will start the concert, with live broadcasting nationwide.
The singer will be accompanied by Marcos Arcanjo at the guitar,
Rafael Meninão at the accordion and Anjo Caldas at percussion. The
structure prepared for the performance complies with all guidance
issued by the health authorities, keeping the social distancing.
NEOENERGIA’S SAINT JOHN CAMPAIGN
The
main purpose of the entire strategy is the effective communication of
the importance of keeping energy safety as a premise for Brazilians’
daily routine. In order to encourage and raise awareness, the
company entered into partnerships with 27 digital influencers in
Neoenergia’s distributors areas: Coelba (BA), Celpe (PE), Cosern
(RN) and Elektro (SP/MS) aiming at getting closer to the audience
from the communities in these places.
At
the social media, influencers advise, on clear and educational
manner, on the care required to keep the safety inside and outside
home. In this sense, these professionals had undergone an immersion
on the matter with Neoenergia’s specialists and produced exclusive
contents with information on how to avoid home accidents, sharing
real histories and in line with the reality of each region.
“Our
expectation is to impact people who lack this information. This is a
sincere dialogue on the care and the importance of keeping this focus
on the daily life. Our partners have a deep knowledge of this
audience and are inserted in the same reality, so we believe in the
assertiveness of this communication around a so relevant matter”,
concludes Marcus de Barros Pinto.