Besides having a limited budget,which prohibited us from producing any TV spot,the law "clean city" in Sao Paulo does not allow outdoor billboards that characterise advertising. The solution was to communicate the population about what was happening in the river through an artistic intervention in the place itself.

The communication activity spread fast in the media and generated debates about new investments,which were being made to de-pollute Pinheiros River. Sao Paulo State Government gained better trust of the population as soon as it showed transparency.