Over 250 thousand Reais in unpaid media. An increase of 54% of likes to the non governmental organisation’s fanpage. And the largest ever amount of visits to their website.

We printed small posters and placed them on the wrappers. The plastic bags also had the message: 'If you protect even your umbrella, why don’t you do the same with yourself? Use condoms'. We then placed the wrappers on busy locations.

In Brazil, umbrella wrappers are very common during rainy days on commercial building’s entrances, subway stations and shopping malls. Taking advantage of the resemblance between the plastic bag and a condom, the Pela Vidda Group created a new media: the umbrella condom.