With an investment of just R$500.00, the crutch was placed in 3 stores for 30 days and drew the attention of consumers: 720 people picked up a leaflet and left their phone numbers, 288 made donations and total donations reached R$5,760.00. In other words, an ROI of 1,052%. Due to its great success, the client decided to roll out the action to 200 more toy stores throughout 5 States.