People don't want to get out of their chair to donate something. They have the wish to do it, but it's hard to move. With this campaign, everyone could donate whatever they wanted without needing to get out of home. Besides the “pixels” they could donate, they also could send a SMS message that charged them $2, a small value that made lots of people donate.

In just three hours after the campaign launch, Sympathetic Pixel was the most tweeted subject on the Brazilian web. More than four thousand bloggers donated space, generating 5,212,075 free views. Approximately one thousand users “donated” Twitter messages about the campaign, impacting 119,525 Twitter users. In the first month, the number of donations to the institution raised 61%. Everything with a very low cost: ZERO. The media and the advertising agencies donated their services. Thousands of people donated hope.