In Brasil there are thousands of children living on the streets that, unfortunately, are invisible to society.

Our challenge was to bring this problem to the surface, making people understand the absurdity of this situation. Our objectives were to raise people’s consciousness and show the work that the foundation is doing for this cause.

The strategy was to make a guerilla campaign that took advantage of the street as a setting. In the action’s execution, we used the last days of the Ron Mueck exhibition, where people waited for more than 5 hours to see hyper-realist scultptures of human beings to show a real person, a child, in this case, who was suffering and needed to be seen.

We placed an actor, posing as a street child on a sign made of cardboard, the same material that street children often use to make their dwellings, that asked: “When will you want to see real people?” In addition to this, the sign had a QR code for the foundation’s website where people could learn about the foundation’s work and make donations.

We carried out an action with very little investment, but with a very high return. We took advantage of the news cameras that were already present to cover the huge lines to enter the exhibition and were able to spread our message through the principle communication vehicles. We increased sensitivity to the absurdity of the situation of children living on the streets through both mass media and social media.

Deciding the place to carry out the action was the key to the campaign’s success. The agency’s media team also actively worked on the day of the action, spreading word through the different channels and vehicles present.

We used TV news vehicles that were present, such as: Band TV, Jornal da Band (the second biggest news channel in Brazil), CBN radio (the biggest news radio station in Brazil) and UOL (the biggest news site in Brazil). In addition, people present in the line took the action to social media.

As a result of the action, we not only impacted the people waiting in line, but also got the attention of the news channels that were covering the record-setting lines to see the exhibition. We were able to raise awareness of the problem and the work of Casa Santa Fé. The story was broadcast on the Jornal da Band, on Band TV news, reaching 67,759,134 people, in addition to CBN radio, which reached a total of 16,486,832 people. From mass media coverage, we gained total returns of US $600,000 and a 300% increase in hits on the association’s website.