The Media encouraged a communication vehicle to work without pay; it was able to work within the limitations of the client, and managed to get a strong interaction with the public in a direct and expressive way without dispersion and showed the creative professionals the necessary environment for the communication interaction in a quite unusual and impressive way.

One of the main characteristics of this company was the high impact combined with low dispersion and zero cost, which was only provided in female toilets, because the environment would be key piece in the composition of advertising done by the creative team because of door signs of "busy" and "free".

In the following months after running the campaign, we received a testimony from the client that was very significant to the increase in demand for the monitoring of prenatal care.

This result can be seen in the last United Nations survey done to children in Sao Paulo (Brazil), which showed 38% reduction in child mortality, despite this progress there is still a lot to be done, and making it happen means putting into practice simple precautionary actions such as the Santa Casa, that’s why we extended the campaign to other points such as bus terminals, schools, urban transportation and malls.