The NGO ADJ Diabetes Brasil wanted to make diabetes be truly discussed in the country.

For that, we had an idea born from a real need of the diabetics.

Doctors recommend that people with the disease should always carry an accessory informing about it so, in case of fainting due to a hypoglycemic or hyperglycemic crises, the disease can be detected and treated correctly. Because of this, we thought of an accessory that, unlike bracelets and necklaces, will never get lost or forgotten: a tattoo.

Through the social networks, we invited people with diabetes to share their stories. Those who gave the most inspiring testimonial won a tattoo and their stories transformed in a webseries.

Without any investment in media, we reached more than 2 million people during the first 2 weeks of the campaign and provided relevant information for those with and without the disease.

In the last World Diabetes Day – 11/14/14 – we launched a video in Facebook and YouTube inviting people who have the disease to share their stories in the site of the campaign.

On 12/15/14, those who wrote the best testimonials went to Led’s Tattoo Studio in São Paulo and had their tattoos made while they told their stories with diabetes.

During the month of March 2015, we posted, in the same social networks, 4 episodes with these testimonials talking about diabetes in a different and young way and until then, never seen in the segment.

All the material that was posted is still on the air until today. Everything went according to planned.

The idea generated a huge awareness on the disease all over the country, reaching – without invested media budget – more than 2 million people through major news portals, specialized sites on diabetes, news reports in the two largest Brazilian Open TV channels and shares made by celebrities with the disease.

Most importantly: in two weeks of campaign, we received a large number of messages from people who were inspired by the episodes and had tattoos made on their own.