Telling moving stories to promote positive change in society.
This is the goal of advertising executive Marco Iarussi and journalist Tatiana Vadiletti, who create digital campaigns to raise funds for social and humanitarian projects. Together, they inspire a network that spreads kindness on social media.
After several years in the television industry, they founded Curta a Ideia, a production company with a human touch and great success in video communication. In 2013, the company established itself as a reference for cause-related marketing throughout Brazil, with clients such as Instituto Filantropia, Filantropia Sírio Libanês, AMPARA Animal, Instituto Sorrir Para a Vida, Instituto Nina Rosa, and Instituto Verdescola.
Her expertise in social marketing led to Marco Iarussi being invited by the Instituto Filantropia to join the organization's Communication Council.
In April 2016, Tati and Marco met a blind girl who was collecting donations for treatment abroad. Knowing they could launch a campaign to reach more people, they volunteered to help the family. They launched a major online communications project that mobilized many people through social networks—thus launching one of the largest solidarity movements on the internet.
More than a crowdfunding campaign: The video produced and the social media outreach sparked voluntary, generous acts for the girl. People from countries like Japan, the US, and Australia got involved beyond financial support—they organized events, lotteries, product sales, and more. This movement didn't just inspire charity—it generated kindness!
This is how "Inspirativos" was born, an initiative that gives visibility to people in need, realizes dreams through mutual aid, and inspires spontaneous acts of solidarity. Today, the project has connected thousands of people who believe in the power of kindness and has been featured in numerous media outlets in Brazil and abroad.
The videos produced by Inspirativos have been viewed over 3 million times on social networks, mobilized more than 50,000 donors, and raised over 2 million reais in donations.
The project was selected as one of twenty global initiatives for the “PROJECT AWARDS” at SIGEF2016 – the Global Forum on Ethics and Social Innovation – which took place in parallel with COP22 in Marrakech, Morocco.
Challenges
Challenges
MARCO A. IARUSSI
With a degree in marketing and advertising with a focus on audiovisual media, he produced TV programs in Brazil and Europe for over eight years.
He founded "Curta a Ideia – Light, Camera, and Heart," a video production company that supports socially committed entrepreneurs with a humanized approach. A specialist in social cause marketing, he founded Gerando Bondade, which became the largest solidarity campaign on the Brazilian internet in 2016. The project was selected as one of the twenty most important global initiatives for the Social Innovation Award at the SIGEF – Social Innovation and Global Ethics Forum in Morocco.
He was responsible for the audiovisual production of the event "The Power of Collaboration," which took place at the Google Campus in São Paulo. He is also a communications advisor at the Instituto Filantropia and a supporter of the Medita na Rua ("Meditation on the Street") movement.
As a speaker in schools and companies, he is an enthusiastic advocate of new media as tools for social change – promoting empathy, goodwill marketing and positive networking.
TATI VADILETTI
Journalist, working in television between 1999 and 2007.
She was active in the management, administration, and volunteer work of the social organization ISH – Instituto Ser Humano. As a facilitator of personal development groups, she discovered her passion for the topic and continued to study tools for personal transformation.
In 2010, she founded the production company Curta a Ideia – Light, Camera, and Heart – with the goal of supporting small entrepreneurs through a more human language in new media. A year later, the company began giving a voice to social organizations, mobilizing people and companies, and raising funds for various social causes.
As a social entrepreneur, she initiated the Gerando Bondade movement, which was nominated for the global Social Innovation Award at the SIGEF – Social Innovation and Global Ethics Forum in Morocco in 2016. Today, she coordinates the causes supported by the project, with the goal of bringing about social change through empathy.
As a speaker at schools and companies, she is convinced that a conscious approach to the world is promoted through dialogue with young people – and is therefore committed to humanitarian education as an approach to change.
Initiator of the project “Você por Exemplo” (“You as a role model”).
Access Bars practitioner, certified by Access Consciousness.
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