The client’s brief needed an idea to impact the public in a different way, calling attention to the problem of infant under-nourishment in Brazil and, at the same time, asking for donations to the institution. The client emphasized that they didn’t expect ads, but an alternative way to pass the message through.

We thought of printing food stains on restaurant napkins, placing the alert message on the napkin itself. Our objective was to sensitize the public by speaking of the under-nourishment problem exactly when people are eating. We thought that the message would attain a wider dimension this way, but we were also careful not to make the public feel awkward with the situation. We wanted a response in the form of a donation, and this response could not be negative.

In the client’s evaluation, the result of the action was very positive. Considering that each of the partner restaurants receive on average 60 clients a day, and considering that the action was carried out in 10 restaurants during one month, the number of donations obtained was satisfactory: 9,000 people called. We also considered the impact of the piece on people that did not call, but read the message on the napkin.