Rio de Janeiro has high crime rates and it would be even worse if there hadn't been a Hotline for the last thirty years. The guarantee of the whistleblower's anonymity is the main guarantee of the service's credibility and the reason for its success.

This guaranteed anonymity is often a reason for speculation, and we had to highlight the fact that, in 30 years, this anonymity has never been broken

The briefing consisted of creating a differentiated piece that reiterated the guarantee of the anonymity of the whistleblower who calls the Disque Denúncia Hotline, to be delivered to sponsors when renewing their support and possible new sponsors as well.

We had to change the behavior of businesspeople who were doubting the effectiveness and credibility of the service due to unfounded rumors.

The main objective was to renovate the sponsorship contracts.

A luxurious book, 800 pages long, which appears to have the names and contact details of all the people who have made a report through the hotline in the last thirty years. But to everyone's relief and surprise, the 800 pages are blank, reiterating the guarantee of anonymity for anyone who reports a crime via Hotline.

In conversations with the administrators of Disque Den¨ncia, it was raised that it needed to be reiterated that, in 30 years of service by the most famous hotline in Brazil, the whistleblower's anonymity had never been broken. This fact needed to be reiterated to maintain the credibility of the hotline and achieve continuity of sponsorships and also new sponsors.

The approach was simple but had a lot of impact: using reverse psychology and then surprising. The sponsor or potential sponsor received a book that theoretically contained the names and contact details of all the people who had ever used the hotline to make a report. The book, delivered by hand at small private events, had a lot of impact when the representative os the company opened it and found 800 blank pages, thus reiterating in a simple way the guarantee of anonymity never broken in three decades. It was 100% successful.

A luxurious book, with a leather cover and 800 blank pages, delivered to businesspeople and representatives of sponsoring companies, at the time of discussion about contract renewal, guaranteeing the basis of the service: the anonymity of anyone who makes any report through the hotline.

Meetings at each sponsoring company or that were interested in being one, but were in doubt. The book was delivered right at the beginning of the conversation and already broke the only barrier between the company and the new sponsorship contract: the continued guarantee of anonymity for the whistleblower who uses Hotline Denúncia to report a crime.

It's an idea that works on a small scale, one to one, face to face, in personal meetings with the management of these companies.

The impact on the business was enormous, as Disque Denúncia has no government funding and depends 100% on sponsoring companies to continue providing its service.

The response rate was 100% - All sponsors renewed their contracts, which seemed impossible due to the post-covid crisis and the challenges of maintaining the credibility of the service.

We managed to change the behavior of businesspeople who were doubting the effectiveness and credibility of the service due to unfounded rumors. With the book, we categorically show that the guarantee of anonymity has never been broken in three decades.

The perception of the brand returned to 100% positivity and credibility, which are essential for its survival.