We use the most traditional newspaper in Brazil, “O Estado de São Paulo”, the equivalent of The New York Times. On January, 31st, 2011, back to school day, each subscriber received the newspaper at their homes with the cover page written entirely in English. A team of Red Balloon teachers worked around the clock translating the cover news in real time

In that day, 132,000 subscribers were impacted. And calls to the Red Balloon Call Center increased 150%. In the following week, a residual of a 65% increase calls occurred.