Today, more than ever, companies in Brazil have come to prefer linking their brands to entertainment content than making ads or commercials for television. In this, the government does not create many restrictions. There is only control of the language used, which needs to be appropriate for the age group.

Some people in our society put up barriers so as to not help anyone. They say they don’t have time, that there’s too much bureaucracy, and many other justifications. Our brand-new strategy to break down these walls was to show that even our kids in need can donate.

The collection consists of four children’s books with illustrations and easy to understand texts. And books have an incredible power of dissemination: they can be sold in book stores, given away as gifts and especially, turned into teaching material, spreading the message even faster.

In five days, all of the toys were sold at the point of sale. The brand obtained over 300,000 dollars in free media coverage and reached 2.3 million people. Almost twice the population of Porto Alegre. And in December alone, our donations increased 20%, enough to pay for 4,500 meals, 3,500 class hours or 2,500 textbooks.