We made advertising portraying these people in the very same way candidates do (small pamphlets called “santinhos”). We had to make this really cheap, so we used this very low cost media and got volunteers out on the streets to give away as many santinhos as we could.

The candidate “santinho” has a picture, the name, and the candidate number. That was all the information we needed to get across for the people as well: their photos (the most important), their names and the number people should call to give information about this people.

We made advertising by portraying these people in the very same way candidates do (small pamphlets called “santinhos”). We had to make this really cheap, so we used very low cost media and got volunteers out on the streets to give away as many santinhos as we could.

The candidate “santinho” has a picture, their name, and the candidate number. That was all the information we needed to get across for the people as well: their photos (the most important), their names and the number people should call to give information about these people. So it was a perfect fit for the situation and our communication needs.

With about 100 volunteers and only one day of pamphlet distribution, we managed to “steal” a little of the attention from people, who were looking for a candidate to vote in elections, and ended up listening about the people that are missing and need their help way more than candidates do.

And that was featured in many TV news as an important stunt and it was also talked about online in a lot of large audience websites and portals. In a total of almost 1 million dollars of earned media.

In total, with 100 volunteers, we distributed 40,000 pamphlets, and with the attention we got, we had an increase of 1650% on the visitors to the campaign web channels.