We found the perfect place and moment to capture the attention of these young people without any other distraction: when they were at the restroom peeing, holding a 'hose' in their hands.

We created an activation in restrooms of bars, universities, malls and cinemas, placing stickers in the urinals. This stickers were printed with thermo-sensitive ink that reacted to the temperature of the urine. When the warm urine came in contact with it, the ink went transparent, putting out the flames revealing our message:

"You've Got Talent, Join as a volunteer of the Fire Department"

During the first two months we had 1,732 calls, exceeding the 350 that were estimated in the same period of time.

Registration applications quintupled.

As The Volunteer Hose had national media coverage, the low cost activation had a return of 40 times the money invested.