Cannes Lions

HAPPYICONS

AFRICA, Sao Paulo / TUCCA / 2015

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Overview

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Credits

Overview

Description

TUCCA is an oncology center that treats underprivileged children with cancer for free. It's funded, in part, by donations. Usually, Tucca communicates with its community near income tax deduction deadline, the time of year they get most of its donations. And wanted an idea to keep in touch with its community with a positive message during all year long, as well as new income forms. That’s why we came with this mobile messaging idea, that could keep the community in touch with the cause all year long. Happyicons are a very sharable way to spread a word of hope and raise funds for those children in need. The children when diagnosed with cancer face with a lot of sad and pity faces, when what they really need is positivity to keep fighting for cure. We believe that sharing these happy emotions bring optimism to the kids and everybody around them.

Execution

It’s very important for the Happyicons idea, that the new emoji are made from real expressions of the children of TUCCA.

So, we launched it first among volunteers and workers’ of TUCCA. They will help by sharing the little faces, and also giving a testimony that it’s all for real.

We also made a making of video, for general public showing the photo sessions and the presenting the children.

Emojis are very spreadable way to make the TUCCA cause visible. So, we believe, Happyicons are a strong way show the importance of TUCCA’s work to society, as well as raise funds.

Outcome

We had no budget to launch the Happyicon, so we made a strategy to increase the viral power of it.

In the first day, TUCCA lanched it among volunteers and its workers. And they sent it to pacient’s and families.

In just one day, the were more than 1000 downloads.

That’s will finance the treatment a child for a whole year.

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