Our challenge was to find a way to help Graacc Children's Cancer Hospital, which depends on donations to operate. We did this by creating a line of jewelry with diamonds made from the hair of patients, with the income reverted to Graacc. And what's the strength of this idea?

Hair loss is one of the things that exposes and shake the patients more, especially children. We believe that by turning this hair into diamonds, we transform a symbol of weakness into something unbreakable, as the patient’s hope should be. This generated the name of the campaign: Unbreakable Hope. The technology already existed and it is exploited commercially by a Brazilian company called Brilho Infinito. The jewels were designed by a recognized designer, Ara Vartanian. When the jewels were ready, some of the patients were photographed by one of the leading photographers of Brazil, Mauricio Nahas.

With the photos, we did an exhibition, ads and PR, calling media attention to the collection of jewels and to the work of Graacc. PR's work was crucial because the hospital is not an advertiser. It does not have an advertising budget. Thus, through the PR, we were able to attract both mass media attention as well as fashion, communications and trends’, which promoted largely the action and got a repercussion that the hospital couldn't afford. Thus, in addition to bringing a positive message, which increased the self-esteem of patients of Graacc patients, Unbreakable Hope line will continue serving as income for the hospital.

Unbreakable Hope was highly relevant. Firstly, by symbolism. Hair loss undermines the morale of patients, especially children. We believe that turning the hair into diamonds, we transform a symbol of weakness into strength. This message was very well received by patients and their relatives. Next to that, an idea that has brought real results because the jewels were able to create a different source of income and continued. Every single gem sold equates to hundreds of individual donations, taking as reference the average donated per person.

With the exhibition, we had great media coverage, both mass, with articles in the newspaper O Estado de S. Paulo and Folha de S. Paulo, two of the most important in the country, as well as the websites and publications in the field of fashion communication and trends such as Vogue, Harper's Bazaar, Glamurama, Latin Spots, among others. The jewels attracted attention and have received several requests and, above all, how the collection will continue to be offered, create a source of extra income for GRAACC continue their work.