The strategy was to instill the sense of urgency, bringing the environmental issue closer to the everyday routine of Sao Paulo people, truly engaging them.30 promoters approached about 40,000 drivers in São Paulo, for 4 days, handing out brochures of a new apartment building with ocean view situated in a city that is 60km away from the coast. But with a WWF message on it.

The campaign caused the increase of visits to the site by 400%, generated 6,542 new subscribers under the title of ambassadors of the environment. Wide press coverage.