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The action created commotion in the spots where the ice men were installed. Thousands of people saw it live and, because of that, all the TV channels in Brazil covered it. That shows that there were great results related to the format we chose to use. You don’t see ice sculptures every day, let alone with something that won’t melt inside. It was something different for the context of a big city and it conveyed a powerful message. That’s why it was relevant.

More than 22 million people were impacted by the action. All of Brazil’s TV networks covered the action, which generated more than R$ 1,500,000 of spontaneous media.

On the Internet, numerous sites and portals published articles about the campaign, including hundreds of international publications and Brazilian celebrities.