The target was to raise awareness about the abuse and exploitation of children and teenagers, during the time of the year when the rates of this kind of crime go up: Carnival.

During Carnival, the season when we have the highest rates of child abuse cases in Brazil, we used something that should not be part of a child´s life to draw people's attention: alcoholic beverages. In this case, a beer.The message warned consumers that children must be kept distant not only from alcoholic beverages, but also from abuse and exploitation.

The activity took place in 32 supermarkets of the main retailer in Brazil (Grupo Pão de Açúcar).1,792 packs and 10,752 bottles were used.More than 2m people (2,109,000 estimated) were impacted and the number of incoming calls to the dedicated helpline increased by 26% in comparison to the previous year.