We wanted to show that curiosity can save lives. So, we asked the most influential brazilian female celebrities to post those excuses on a series of enigmatic sentences: “It was a stair fall.”, “It was the shower faucet”, and others.

It aroused people's curiosity. The fans noticed that the posts were edited and clicked on the Edited button. Then they saw our message.

We invited the most influential female celebrities to join the cause. They loved the idea and joined for free. We asked them to post at the same time. After that, another dozen of celebrities joined the campaign reaching a total of 30 celebrities with 83 million followers.

- Over 180.000 of total engagement;

- True reach of 20 million;

- U$ 4 million in earned media;

- 70 million page views (repercussion of the campaign);

- Zero budget.

- At the end, the hotline overloaded with calls and only in the first month of the campaign, the number of reports from the 180 hotline exceeded all of those from last semester.