Support Small Biz
Movement
Social Movement Campaign
Business Challenge
Small businesses are a fundamental driver of Brazil’s economy. They represent millions of entrepreneurs and are responsible for more than half of the country’s formal jobs.
Despite their importance, consumer attention is often dominated by large brands and retail chains, leaving small businesses underrepresented in everyday purchasing behavior.
In Brazil alone, more than 10 million small businesses operate across local communities, generating jobs and sustaining neighborhood economies.
Insight
Most consumers are unaware that their daily purchasing choices directly affect the survival of small businesses and the economic vitality of their own neighborhoods.
Small businesses are a fundamental driver of Brazil’s economy. They represent millions of entrepreneurs and are responsible for more than half of the country’s formal jobs.
Despite their importance, consumer attention is often dominated by large brands and retail chains, leaving small businesses underrepresented in everyday purchasing behavior.
In Brazil alone, more than 10 million small businesses operate across local communities, generating jobs and sustaining neighborhood economies.
Insight
Most consumers are unaware that their daily purchasing choices directly affect the survival of small businesses and the economic vitality of their own neighborhoods.
Strategy
Transform support for small businesses into a national movement capable of mobilizing entrepreneurs, consumers and communities around the importance of buying locally and strengthening neighborhood economies, turning passive support into active participation.
Idea
In 2015, Sebrae launched the Support Small Business Movement, a nationwide initiative encouraging consumers to prioritize purchases from local entrepreneurs.
The campaign established October 5 — National Micro and Small Business Day — as a symbolic moment for consumers across Brazil to support small businesses and strengthen local economies.
Year: 2016
Award: Bronze
Category: Services
Agency: Lew'LaraTBWA
The Impact & Effectiveness
The effectiveness came from turning intention into behavior.
Effie Brazil Winner: Awarded for shifting national perception from "price" to "community wealth."
Scale & Longevity: Mobilized 10 million micro-entrepreneurs and established October 5th as a permanent commercial landmark, with 9 additional annual editions held since its launch, proving long-term adoption beyond campaign visibility.
Market Impact:
_ 56.2M consumers mobilized to support small businesses
_ 184K+ small businesses enrolled in the movement
_ 70M social reach
_ 6.2M website visits in 60 days
Systemic Legacy: Transformed a structural economic fact into a pillar of national pride and long-term financial inclusion.
Small Business Specialists
Campaign
For the experts in dreaming, we are experts in making it a reality.
For service specialists, we are experts at winning customers.
For those who specialize in innovation, we are experts in guiding the ways.
For service specialists, we are experts at winning customers.
For those who specialize in innovation, we are experts in guiding the ways.
Cotton swab
CampaignPrepare your ears to hear everything differently.
Do it differently.
Innovating is a fantastic business.
Do it differently.
Innovating is a fantastic business.
