Our strategy was making the video and in the day of it’s release, impact the most populated area of São Paulo the 15 wallets: Paulista Avenue. People then would see the video being shared on social media as well as the pictures of the cards. On the following weeks, we repeated the stunt with the wallets on 14 other locations. A simple lost wallet on the floor helped us take the NGO’s work to the nationwide attention.

The Missing Owner became news on the two biggests TV stations (REDE GLOBO AND REDE RECORD) and on the two biggests newspapers (FOLHA DE SÃO PAULO AND O ESTADO DE SÃO PAULO) in Brazil. For a NGO like Mães da Sé, exposure in the media is the best way to find support. And the exposure of the missing people pictures is the only way to find them. The work of the NGO and the pictures of the missing were shared throughout websites and social media and, most importantly, Mães da Sé’s message was heard: hope can never go missing.