We then needed an idea that had enough impact and power to get them to back out of this first contact with the drug. An idea that would make clear the degradation that happens after the contact with crack.

It is a powerful way to dramatize the effects of this incredibly dangerous and addictive drug.

Comments, sharing and a mobilization that brought a lot of attention to the mall on the days that the poster was there being destroyed by the maggots. The fight against crack does not come down to an advertising idea. Even Brazilian laws are being altered because of this threat. But we were able to shock the audience inside a mall, we helped to divulge this idea inside the social networks and above all, keep them away from this first contact.