What place could be better to talk about clothes that are not wanted than in a nude beach? The unexpected and bold choice of place provoked the target to act and became news on the media. The action took place in one of Brazil’s most famous beaches. The billboard was reinforced by promoters on the spot wearing only black borders, who distributed flyers to bathers that could also be used as black borders.We obtained great results (over 5 tons of donations) with only one billboard and a single action on the beach. Helped by PR and word of mouth, the action became news on the internet and on traditional media. The piece, the promoter and the bathers – wearing black tags – were surrounded by other people carrying mobile phones and cameras.

The challenge was overcome much beyond expectations. In only two weeks, site viewing doubled and donations exceeded 5 tons. And the action became news in blogs, sites, YouTube and conventional media, creating immeasurable awareness for the charity.

The action gained great repercussion and increased awareness for the charity and its cause.