According to statistics, Paraguay is one of the world's most corrupt countries.

Regardless of the crime, politicians here enjoy total impunity. Regardless of citizen protest, everything is always forgotten.

Senator Víctor Bogado, supported by 23 colleagues, dodged investigation for embezzlement and fraud.

So, we needed to generate a change in the decision of Congress.

Raio Bemba, as a hairdresser committed to change, needed to find a solution to this problem and dared to raise it.

CREATIVE EXECUTION

Our hairdressers intervened posters installed outside and near politicians homes to inform them that people were watching and if they kept doing wrong, their faces would continue changing.

The promotional action had an immediate impact: US$ 0 invested in digital media; US$ 0 invested in PR and only US$ 1.747 media investment in just 1 paper generated US$ 350,000 Earned Media.

Daily topics in the media. Featured in 5 newscasts Immediate viral success, in the country and abroad.

Most-read and most-shared post of the year, Record of likes y shares (source: facebook.com/ultimahora)

Most read article in Folha de Sao Paulo – Brazil.

Total hits over: 4,000,000 (Paraguay population: 6 million).

The best result arrives a few days later: after the publication, 23 senators apologize, accept to change their vote and strip Víctor Bogado of his parliamentary immunity. We achieve the greatest victory in recent times.

Being a hair saloon in which you have to call for reservations, calls tripled.

We increased our number of costumer visits exponentially to 300% (week between November 22 to December 2), tripling revenues over the same period last year and managing orders and bookings up to 45 days in advance (normal average expected of 15 days)