Strategy:Involve the target actively. Use kids as ambassadors against mental illness discrimination. Distribute a Stickers Book. Make the campaign go viral.Concept: Guerrilla Art Book Against Mental Illness Discrimination.We created a book of stickers. Each sticker is based on scientific information on mental health, diseases, treatments and prejudices. Each sticker has an ambient media application to emphasise the information.Kids are invited to use the stickers to spread the message and are asked to photograph their guerrilla interventions.Each kid gets their own book.A website shares all the interventions.

The campaign started in 25 February 2011 at 39 schools.

13.007 students (Source: Encontrar+se) were impacted with the "Sticker Art Book"During this first month, our website reached:- 78.300 visits ( 59.000 are unique visitors) (source: Google Analytics).

This data represents a growth of 453% on the first impact of the campaign.- a total of 100 users uploaded a total of 437 photos (source: http://upafazadiferenca.encontrarse.pt/); - the number of the visitors of the UPA INFORMA website increased by 71,01% (Source: Google Analytics)- and an average time on site of 5m36s And the campaign is still running.