The results surpassed all of Colégio Mackenzie’s expectations. The client informed us that several parents were educated by the message, and felt glad they had their children in a socially conscious school. As for the students themselves, we managed to raise a critical awareness that generated lively debates in the classroom and many papers on the issue. The high point was the spontaneous media we got on a local radio, which lauded the action. Colégio Mackenzie also reported that they considered the investment to be very small when compared to the benefits for its own image and for society.