Brazil understands the importance of branded content, but investments in this area are not very high. Therefore, while it is a valued practice in the country, it is not an agency’s typical first choice. Some restrictions are also found when dealing with the children's market, as all content must be appropriate and regulated before placement.

We believe that children with cancer deserve to be seen just like any other child. Therefore, we wanted to avoid creating special content about cancer. Instead, our strategy was to place our content in the channels our audience already uses as part of their daily routine.

And what better way than to recruit kid’s idols and the cartoon characters that they listen to and watch every day?

More than 40 famous characters became a Baldie.

Special episodes aired on: Cartoon Network, Nickelodeon, Fox Kids etc.

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

230 millions people were reached by the campaign.

91% of Brazilian Social Media users were impacted. Engaged with the campaign, either sharing videos, downloading posters or changing profile pictures. Even Brazilian president tweeted the campaign.

Despite no request for donations – GRAACC received 10 times more than in 2012.

Best of all, children with cancer no longer felt different after having Baldie heroes by their side.