We developed a straw that changes color in order to caution whether a drink has a low or high amount of sugar. The color changes mean : green (no sugar), yellow (moderate amount) or red (high amout of sugar). This way both parents and children can pay attention when it comes to balancing their diets.

we set up an activation in the streets of São Paulo: a magician warned people about excess sugar in drinks, and he proved that through the use of the Magic Straw. On April 7th (World Health Day), we began our campaign on social networks with a teaser post, inviting parents to discuss the subject of their children’s eating habits. The campaign was active all month long and we shared more posts with tips, until its end on the last week of April, with the activation video.

03/31 until 04/29 activation in the Streets of São Paulo, teaser post on social networks, posts with tips for a balanced diet, launching activation video on social networks, launching site, last post to always keep a lookout on children’s nourishment.

action took place downtown at Santa Efigênia Viaduct and at the Sabará Hospital, both in São Paulo.

Media investment: R$ 1,000.00

Spontaneous Media: R$ 104,816.00

Social Media (Video):

• Views – increase of 3193%

• Likes – increase of 457%

• Comments – increase of 752%

• Shares – increase of 983%

Social Media (Posts):

• Views – increase of 366%

• Likes – increase of 306%

• Comments – increase of 133%

• Shares – increase of 164%

Activation (Circulation of people)

During the action, 26 people interacted directly with the magic straw. However, hundreds of other pedestrians were also impacted. We don’t have an exact number, since daily circulation at the site is extremely busy, especially during peak times.

The action took place between 8 a.m – 2 p.m