How do you bring together people who, at first glance, seem to have nothing in common? That question inspired Clube Amigos da Casa (“Friends of the House Club”), a new campaign created by Paim for Casa de Saúde Menino Jesus de Praga. The initiative is based on the concept of “Unlikely Friendships,” highlighting the belief that some of the strongest friendships are formed between people who are different—and that when there is a greater purpose, differences become opportunities for solidarity rather than barriers.
To bring the concept to life, the campaign draws inspiration from one of the most iconic symbols of Rio Grande do Sul’s culture: the rivalry between Grêmio and Internacional. Instead of emphasizing competition, the campaign shows that even supporters of rival clubs can stand side by side when the goal is to care for those who need it most.
The concept is expressed through a sports-inspired identity, featuring an official jersey, membership tiers named Grandstand, Midfield, and Striker, and a narrative that makes the cause feel more relatable to the public. The campaign also features sports journalists Nani Chemello and Quetelin Rodrigues as ambassadors.
“This campaign isn’t about football—it’s about people. The Gre-Nal rivalry represents the differences that are part of our culture, but those differences become irrelevant when there’s a greater cause at stake. We believe solidarity has the power to bring together people who might never have been on the same team, proving that care is common ground for everyone,” said Filipe Paim, Head of Creative at Paim.
Beyond its creative concept, the campaign also introduces a new supporter engagement strategy for the institution. Through a fully online membership platform, Clube Amigos da Casa expands fundraising opportunities beyond Rio Grande do Sul, allowing people from anywhere in Brazil to make recurring donations and help ensure the long-term sustainability of the organization’s work.
Currently, about 30% of the funding needed to maintain the services provided by Casa de Saúde Menino Jesus de Praga comes from donations. The institution operates 24 hours a day, providing long-term, multidisciplinary care for people with complex neurological and motor impairments.
“Clube Amigos da Casa was created out of the need to build a permanent support network for the care provided by the institution. To sustain this work with quality, it was essential to create a simple, recurring donation model that also fosters a sense of belonging. More than raising funds, we want to build a community of people united by a shared commitment to caring for others,” said Arno Duarte, Executive Director of Casa de Saúde Menino Jesus de Praga.
The campaign is now live across digital media, social platforms, video, a dedicated donation page, and relationship-building initiatives designed to establish a long-term community of supporters.
To join the initiative, visit amigosdacasa.org.br.
