We’ve developed the Penny Prison, an unusual display. It was composed of a photograph of an agressor inside an acrylic frame and 4 transparent pipes in front of it. These tubes, when filled with coins, created the effect of prison bars. Each donation helped fill the bars bit by bit, until the criminal was fully "trapped" in a cell. The copy stated that your donation could save a woman from domestic violence. We placed the display in the most visited mall in town. There, the people could do their part by contributing with coins.

The simplicity and impact of Penny Prison called the attention of the mall's nearly 210,000 weekly visitors. The total amount gathered only in the first day was over U$600 Furthermore, the prison became a topic in the mainstream and social media, raising the brand's awareness throughout Brazil.