The infant mortality rate in Brazil is still very high. Over 90,000 infants die each year before completing 1 year of age. The country has the third highest infant mortality rate in South America. The main causes of child mortality are ordinary diseases easily preventable with basic hygiene and precautions at home. The challenge was to develop a campaign that would draw the attention of potential donors to make a monthly contribution of US$7.00.

The results of the piece are still being weighed. The number of calls resulting from the first mailing was one of the highest ever recorded by UNICEF in Brazil: 12%. 10% of these became monthly donors, generating potential revenues of US$ 60,480 for the next two years. Adding to this the support and donation of Unicef suppliers, the total campaign investment was US$ 20,000. Therefore the return on each dollar invested was US$ 1.02 for a ROI of 102%.

Men and women aged from 35 to 50, with children aged 10 or less. We felt this target would be more sensitive to the appeals of the campaign and more inclined to make donations. The creative solution was to send a campaign in two stages. First we sent the birth certificate of a child. A letter explained the plight of infant mortality in Brazil and asked for a donation. A week later, a second mailing was sent to those who had not yet answered, with a picture of the same boy, but this time, we sent a death certificate.