With support from UNICEF ambassadors in Brazil, we started to fight for sanitation. It all began on the action’s brand channel, where people had a chance to learn about the project, watch videos of the children’s real stories, and see a map with real-time data regarding the cities, schools and number of children affected by this problem. Additionally, daily posts on the brand’s fan page helped sensitize the population and spread the word about our cause even further.

The public joined our fight immediately. Just hours after the campaign launched, the videos had over 2.5 million views. The posts on the brand’s fan page registered record engagement and sharing levels. The return in spontaneous media exceeded R$ 1 million. And all that with a low-cost action with no media investment, but one that made a difference and continues to help transform the lives of thousands of children who live in one of Brazil’s poorest regions.