Afroreggae, Rio de Janeiro’s biggest NGO, famous for transforming the city through art and culture for the last 20 years.

During Carnival people only have one thing in mind: party. Nobody is in the mood for public awareness messages or anything. So, we needed an original approach. And, by using urine to give people more party, Carnival fans had a real incentive to change their behavior and pee in the correct place.

The results were positive both for the city and for AfroReggae’s Brand. We invested only 20 thousand dollars on the project and generated more than 3 million in free media. Our project was news in all major tv channels In Brazil and in all major websites and blogs as well. Social media was buzzing with Eletric Pee all carnival and the number of people arrested for public urination this year dropped by 16%.

The idea was so well accepted that AfroReggae and our agency have received lot’s of requests to make the initiative bigger next year