A #BoraDescer Campaign is born from a set of iFood initiatives to mobilize society to descend to pick up the order at the first point of contact with the delivery drivers. This movement arises from a complex scenario in the city of Rio de Janeiro, which in a six-month study the company understood to be the capital with the highest number of cases of conflicts and aggressions between delivery drivers and customers, motivated mainly by the demand of the customer for the delivery person to come up to deliver the order.
The requirement comes from a habit ingrained in the culture of Rio's citizens and, therefore, is so difficult to transform. Thus, iFood was faced with an immense challenge of an absolutely necessary and urgent culture change at a time when there was an average of more than 300 cases of conflicts per million orders registered each month. Today the average is 180 conflicts per million requests in Rio, after the campaign.
Initially, the company initiated a series of institutional partnerships with condominium unions and condominium administrators (Secovi – RJ, Urbx Rio and CIPA-RJ, respectively). This union of forces was strategic, in order to approach the city's condominium managers, contextualizing them on the current scenario and how they could act proactively to prevent conflicts.
The reception was very positive: more than 14 events were held for the category. This entire partnership resulted in 44 assemblies – a collective procedure to change condominium rules – to establish a ban on delivery people entering vertical condominiums in Rio de Janeiro.
The origin of the #BoraDescer campaign
In parallel, iFood continued to study the topic, looking for ideas to mobilize society, which would not only inform them about the subject, but raise awareness and encourage behavior change.
With this, the company took advantage of the city's biggest moment of attention, Carnival, to present the campaign to all civil society: #BoraDescer. With the union of internal forces – from the areas of Social Impact, Marketing and Communication – in an intentional action, iFood launched the campaign in Bloco da Preta Gil at the beginning of February with the presence of delivery drivers on stage with it.
The act was very significant, not only because it combined iFood's brand presence with a great purpose in relation to delivery people, but because at that moment an important discourse of appreciation and respect for delivery people was established.
Through the words of delivery drivers Marcelo and Grasi on stage, iFood understood the strength of the movement for the category. It's much more than reducing conflicts: when the customer goes down to pick up the order, for the delivery person, he is being valued and respected, as the other party understands his role and does not demand anything more from him than what is due. Thus, the company understood that it was in the right direction.
Actions that impacted 17 million people
The next sphere was digital: in this field, iFood looked for people who defended the idea, but who above all understood the importance of the movement they were part of – and found them successfully.
Preta Gil, Jojo Toddynho, Astrid Fontenelle, Luís Miranda, Gabriel David and Lucas Rangel reinforced iFood's speech on social media, encouraging people to change their habits through the hashtag and creating reflection on how important this change is for the delivery person. Lucas took to the streets to make deliveries with Grasi, the delivery girl who was at the launch, and showed on social media how urgent this change in behavior is.
Still during Carnival, iFood signed an important partnership with CPIR (Coordination for the Promotion of Racial Equality) of Rio de Janeiro City Hall and with the Superliga Carnavalesca. Together, they distributed campaign material during the Intendente Magalhães samba school parade, expanding their forces.
The partnership is born from the understanding that the majority of delivery drivers are black people and that, therefore, racial prejudices also permeate the working relationship they experience, so that every initiative towards more respect is necessary.
All actions together impacted more than 17 million people, including locals living in Rio and those traveling on the holiday. And they continue to have an impact, as a cultural change needs many stimuli to begin to be combatted; Thus, iFood continues with media spread across the city about the campaign in taxis, planes, bike doors, elevators, newsstands and many others.
The results of the #BoraDescer campaign
The campaign has been well received by the entire delivery category, and iFood has received several requests for expansion to other cities. For the company, this is the biggest and most important validation, as it is in line with its major objectives of increasingly promoting a decent work environment and reducing inequalities present in it, in line with the UN Sustainable Development Goals.
iFood entered the fourth month of the campaign excited about the results: there are more than 40% of conflict reduction from the beginning of the campaign to the current moment (November to May). Furthermore, another reputation indicator showed a growth of 5% in the perception of appreciation of delivery drivers by society based on the actions promoted by iFood, from January to March.
iFood knows that the challenges remain great and is committed to remaining committed to promoting a work environment free of conflicts and with increasing appreciation and respect for each of the delivery drivers.
