According to recent studies, the pregnant and lactating women's diet can have a direct influence over the health and well being of a baby.

The idea was to create a simple but effective piece of poster, that can be understand by anyone, regardless their economic conditions.

There we illustrate in a figurative matter that what a mother eat, represented by junk food, can influence their milk, therefore not giving the proper nutrients to a baby.

And this have a large role affecting the health conditions of the child.

We used poster with a simple visual metaphor, so its understanding can reach everyone. And the posters were placed in the pediatric ward of many hospitals in Rio Grande do Sul.

The posters were posted on line as well, and billboards with the message were placed near the hospitals, to impact more people.

Because of the impacting image, the 1,000 days campaign was able to reach out many people and became much talked about, overcoming the budgets limitations of a pro bono campaign.

The campaign became well known in Rio Grande do Sul and the rest of Brazil. Hundreds of newspapers, sites and blogs gave notice of the subject, which was also on television and radio, and was shared and commented upon all over the world.

This campaign became news in more than 20 countries, and earned

over U$ 950,000.00 in free media, an impressive result for a pro bono campaign.

The website and social networks of the Pediatric Society of Rio Grande do Sul had and increase of access of 893%.

And most of all: we started a discussion, online and offline, about the 1,000 days campaign, and many people started talking about the importance of good nutrition for babies, their mothers' balanced diet and the importance of breastfeeding for the first six months of life.