The idea was to show a problem in a memorable way. So we used a traditional media in a different way, giving a different meaning when put together with the clothing label.

Publimetro distributes 90,000 copies daily, in this case, we activated the campaign in 6 districts of Lima. Each copy is read by about 3 people. So we got an average of 270,000 people for cost free. On the day the newspaper was distributed, the traffic on the website of “Save the children” increased by 30%.