The strategy was to develop an action with a great emotional appeal, not linking it to a prize. The creative concept was based on the recycling theme, challenging the operator to recycle him/herself professionally and also in his or her personal life. The whole campaign was made with recycling or similar materials. So, the recycling culture was passed to the participants who felt motivated to experiment new behaviours.

As predicted, the results were totally qualitative.The CST also felt appreciated for having a specific action directed to the group. The improvement of the self-esteem of the participants was outstanding, that could be seen when the group had contact with clients. The investment of only U$ 20,000 has had until today, with a satisfied team.