Tereza: branding and marketing for cooperatives of inmates and ex-inmates

What it is

Tereza is an officially registered commercial brand with a fully developed marketing strategy created to sell the products made by cooperatives inside prisons developed by H360. The brand already sells products from the cooperative Lili (Women’s Penitentiary II of Tremembé), and soon from the cooperative at the Men’s Penitentiary II in Tremembé. Tereza has a virtual store (www.tereza.org.br), Confraria Tereza (events that focus on raising funds for rising cooperatives), and Casa Tereza (a workshop outside of prison for members of co-ops to keep on working even after being released from prison). The brand also counts with partnerships with stores such as restaurants Maní, which makes Tereza products available for sale at the restaurants. A highlight of the brand’s strategy is the tags in all its products. The tags bring the stories of the co-op members, who are inmates and ex-inmates. 

Objective

The objective of the brand is to generate, in a more direct and immediate way, an income to co-op members by selling products that they produce. Looking at the bigger picture, the brand aims to transform society’s view about inmates and ex-inmates by producing high quality products as well as telling the life stories of personal transformation through all product tags.

 The tags bring the stories of the co-op members, who are inmates and ex-inmates

The tags bring the stories of the co-op members, who are inmates and ex-inmates

 The brand Tereza aims to transform society’s view about inmates and ex-inmates by producing high quality products

The brand Tereza aims to transform society’s view about inmates and ex-inmates by producing high quality products

Learn more

The video below shows the launch of the brand Tereza at CIVI-CO. The event consisted of a fundraising auction in which participants were able to purchase the first products made by member of the Cooperative Lili. The event was attended by celebrities, members of the business communities and philanthropists.

Links

Luciano Huck e outros famosos participam de leilão em prol de prisioneiras” (This is an article, in Portuguese, about the fundraising auction published on Veja magazine.)