Briefing:Obra do Berço is an NGO that takes care of more than 400 children and youngsters in Sao Paulo, Brazil. But they depend on donations. So, how do we attract greater awareness of that need, for a client with zero media investment?Strategy:To show that any amount makes a difference to Obra do Berço NGO, we created a live stunt for the match between Corinthians and Guarani, 2 of Brazil´s biggest soccer teams. Before the game started, a donation box was placed on the field. The referee then tossed a coin for the traditional heads or tails and both teams´ capitains could choose between field or ball. Right after that, the referee sliped the coin into the donation box.Results:With only 1 coin, we´ve reached millions of soccer fans. The symbolic donation was broadcasted all across the country and received massive media coverage. This time, the heads or tails winners were the children at Obra do Berço.

To show that any amount makes a difference to Obra do Berço NGO, we created a live stunt for the match between Corinthians and Guarani, 2 of Brazil´s biggest soccer teams. Before the game started, a donation box was placed on the field. The referee then tossed a coin for the traditional heads or tails and both teams´ capitains could choose between field or ball. Right after that, the referee sliped the coin into the donation box.

The symbolic donation was broadcast all across the country and received massive media coverage. With one coin only, we´ve reached about 9 million soccer fans watching the game live on SporTV Channel plus a number superior to 10 million readers in newspapers and websites – including the cover of globoesporte.com, Brazil’s biggest sports news page. This time, the heads or tails winners were the children at Obra do Berço.