To legitimize the discourse, our strategy started with the solidification of the concept. Together with São Paulo Art Museum, Pritt developed art workshops in which children, parents and teachers were invited to participate.The material generated during those meetings gave rise to the ads, and the images registered in the workshops were used in campaign commercials, developing a cultural movement throughout the points of contact with the three targets (children, parents and teachers):TV: Films in Network TV, using a mix of shows oriented to the target. On pay TV, we sponsored the Summer Nick Project, with a penetration of 97%.Cinema: we chose theatres that followed a programming of films whose audience consisted of parents accompanied by their children, during vacation.Magazine: major weekly magazines (oriented to parents) and specialized magazines (schools/teachers).

Internet: platform engaging parents and teachers to the movement by sharing testimonials and information about it.

Nearly 2,500 people from 78 different schools participated.More than 300 ambassadors have spontaneously advertised the cause, and they reached about 30 thousand people, most of which were parents and teachers –Pritt’s target audience.The collaborators came from 395 municipalities across Brazil.The campaign generated a 47% increase in sales.