The creative work was based on a very simple idea. Working from the concept of 'You can also make a child smile,' the target audience was sent a mirror with clown’s makeup printed on it. When looking into the mirror, the person saw his face perfectly framed in the painting; that is, he saw himself made up as clown. As such, he could identify with the work done by the Doctors of Happiness team. Written on the back of the mirror was all the information needed to make the donation.

Doctors of Happiness is an NGO Project to take joy to hospitalised children by visits from professional clowns. Over half a million visits have already been made under the project. Clowns work in pairs visiting children one-on-one at their bedside twice a week for about 6 hours a day, 48 weeks a year, at no cost to hospitals or patients. The objective of the campaign was to secure new monthly donors to the project. The target audience was executives age 30 to 45, married, with young children, who would be more sensitive to the cause of the Doctors of Happiness.

Factoring in the support by suppliers to execute the campaign, the total campaign investment was USD 1,285.00 for a quantity of 500 pieces, that is, USD 2.57 per impact. Of the executives who received the material, 80 became monthly donors, yielding a 16% return rate. The average amount of each monthly donation was USD 25.00, that is, the revenue generated for the first year was USD 24,000.00. The return on investments was exceptional: 94.65%, or a return of USD 94.65 for each dollar invested.

The originality of the idea is directly related to its simplicity. The best way of sensitising the target audience to donate and become a partner of the project was to make it feel like a member of the Doctors of Happiness team, that is, like a clown. The idea was pertinent to the institution and exclusive to the team’s work because they turn into clowns every day to make hospitalised children smile. The piece did not cost much to execute and had the support of suppliers.