120 millions Brazilians were reached by the online and offline media.

91% of total Brazilian Social Media users. Even the President of Brazil tweeted about the campaign, three times.

It's very hard to nonprofit hospitals to disseminate their messages. In Brazil the investments in advertising are too expensive and they can not compete with private hospitals that invest millions in media. Because of this, our strategy was to create a strong and new movement to draw attention of the biggest channels in the country and invite them to join GRAACC in this campaign. As the result, our cartoons were bald in several TV channels, newspapers, magazines, on social media,to sum up, they were everywhere. For free

GRAACC wanted to end society’s prejudice against bald children. Many kids say that one of the hardest parts of battling cancer is the stares and whispers in the playground, as other kids react to their bald head.

We invited famous cartoon characters to go bald with us to spread a powerful message: “A child with cancer deserves to be seen just like any other child”

We partnered with the most popular media channels and cartoon titles. As people watched the cartoons on TV, or read their favorite comic strips, they saw the characters transformed, but acting normally.

The Baldies came to life across a number of integrated channels: Special cartoon episodes broadcasted on the most relevant children’s channels; short animated films; newspaper comic strips; comic books; posters; songs; and a website housing all the campaign content and prompting people to interact and share the Baldies.

Success for Bald Cartoons depended entirely on engaging people with an uncomfortable topic. Therefore, we wanted to avoid creating special content about cancer. Instead, our strategy was to place our content in their daily routine.

We spoke with cartoons artists and studios and asked them to re-sketch their characters as Baldies. Then, we had to convince TV and Newspaper broadcasters to support the campaign. We asked for regular media, but also to become a natural part of their editorial programming so the Baldie cartoons could become content.

We published cartoon episodes broadcasted on the most relevant channels; newspaper comic strips; comic books; posters; and a website housing all the content.

To generate buzz and involvement, we had a specific “influencers strategy”, aiming other mainstream / pop-culture characters (influencers/celebrities) to join and talk about the campaign to their networks on Facebook, Twitter and blogs.

As our content showed the Baldie cartoon characters going about their normal everyday lives, it sent a message to children everywhere that kids with cancer are no different.

The campaign was a humbling reminder of business’ and people’s willingness to engage with and share branded content, when given a powerful message.

More than 40 famous characters from around the world became a Baldie.

Special episodes and cartoons aired on: Cartoon Network, Nickelodeon, Fox, Fox Kids, Sony, Globo, Gloob and others.

Special comic strips were featured in newspapers and magazines such as Folha de São Paulo, Combo Rangers and Monica’s Gang.

120 millions Brazilians were reached by the online and offline media.

91% of total Brazilian Social Media users. Even the President of Brazil tweeted about the campaign, three times.

Despite our campaign containing no request for donations – GRAACC received 10 times more donations than the previous year.

And best of all, children with cancer no longer felt different with the Baldie heroes by their side.

We invited famous cartoon characters to go bald to spread a powerful message: “A child with cancer deserves to be seen just like any other child”

We partnered with the most popular media channels and cartoon titles. As people watched the cartoons on TV, or read their favorite comic strips, they saw the characters transformed, but acting normally.

The Baldies came to life across a number of integrated channels: cartoon episodes broadcasted on the most relevant channels; newspaper comic strips; comic books; posters and a website housing all the content.

GRAACC, a non-profit hospital specialized in children’s cancer treatment, wanted to end society’s prejudice against bald children. Many kids say that one of the hardest parts of battling cancer is the stares and whispers in the playground, as other kids react to their bald head.