Pimp My Carroça & Cataki

Pimp My Carroça is a Brazil-based charitable organisation founded in 2007 by Mundano, a graffiti artist from São Paulo. Its objective is to improve the working conditions, roadside visibility, remuneration, and standing in society of catadores ( waste collectors). C atadores work long hours with a type of wheeled cart called a carroça , picking up and transporting street rubbish to the appropriate recycling centres. Without them the country would barely recycle at all, with catadores responsible for 90% of all recycling in Brazil.

Along with its initiatives for artists to ‘pimp’ and decorate carts, Pimp My Carroça has developed a mobile app called Cataki ( a kind of “Uber” for calling catadores to come to your location and collect your recyclable trash), aimed at providing catadores a safer way to work and opportunity to earn more money. Our primary objective then was to help people understand how the app makes recycling easier. and promote its usage to a wider public. The client stressed they were keen to appear in prominent media, secure partnerships with renowned blue-chip companies, and increase the number of volunteers for their events, as well as connecting with a wider range of catadores to build a bigger community. Our target audience was extremely broad: anyone who can recycle and is able to download Cataki, be it consumers, restaurants, hotels, supermarkets and small business owners. Secondarily, we wanted to promote the app among c atadores, as well as companies who may be interested in sponsoring Pimp and its various initiatives and events.