Studies show that, in the healing process, happiness is as important as medicine. Base on that, Viva e Deixe Viver (Live and let live) is a non-governmental organisation whose voluntaries visit hospitals to tell stories to sick children and cheer them up.

Sometimes a story can help as much as a medicine. The “Viva e Deixe Viver” statement was the inspiration to our creative idea. Under the concept, “Medicine cures. Stories help”, we created boxes just like medicine boxes and inside of them we put fairy tales, such as Little Red Riding Hood. The stories were divided into 10 chapters and each chapter was put inside a pill. The box instructions stated that the pills should be consumed one after the other, just like regular medicine. These boxes were placed in take one displays at the kid’s books section. There, parents, mostly alongside their children, could read them and get involved in the message, becoming more likely to donate. Given its importance and reliability, we’ve chosen to place the action at one major Brazilian bookstore: Nobel.

Combined to other actions, the campaign increased the number of Viva e Deixe Viver site’s pageviews by 310%, and the number of calls to the organization by 125%. Besides, Vive e Deixe Viver received thousands of donations: books, office supplies and money.