Doctors of Happiness is a NGO Project to take joy to hospitalized children by visits from professional clowns. The objective of the campaign was to secure new monthly donors to the project. The target audience was executives age 30 to 45, married, with young children. The creative work was based on a very simple idea. Working from the concept of “You can also make a child smile,” the target audience was sent a mirror with clown’s makeup printed on it. When looking into the mirror, the person saw his face perfectly framed in the painting; that is, he saw himself made up as clown. As such, he could identify with the work done by the Doctors of Happiness team. Factoring in the support by suppliers to execute the campaign, the total campaign investment was USD 1,285.00 for a quantity of 500 pieces. Of the executives who received the material, 80 became monthly donors, yielding a 16% return rate.

The originality of the idea is directly related to its simplicity. The best way of sensitizing the target audience to donate and become a partner of the project was to make it feel like a member of the Doctors of Happiness team, that is, like a clown. The idea was pertinent to the institution and exclusive to the team’s work because they turn into clowns every day to make hospitalized children smile. The piece did not cost much to execute and had the support of suppliers.

Factoring in the support by suppliers to execute the campaign, the total campaign investment was USD 1,285.00 for a quantity of 500 pieces, that is, USD 2.57 per impact. Of the executives who received the material, 80 became monthly donors, yielding a 16% return rate. The average amount of each monthly donation was USD 25.00, that is, the revenue generated for the first year was USD 24,000.00. The return on investments was exceptional: 94.65%, or a return of USD 94.65 for each dollar invested.