The message was centred on the opportunity to obtain a DVD on Children’s Day with the “Jornal de Notícias” containing all the stories which had been shown on TV.The media strategy was based on a presence 10 days before the action day on the TV channel where the programme had been shown (RTP), using 25” spots, pages, page headers and editorials in the “Jornal de Notícias”. We also used two full pages in the “Notícias Magazine” (the Sunday supplement) on the weekends preceding the action.

Book was sold on the International Children’s Day as an optional purchase available with the “Jornal de Notícias” newspaper. This action achieved record sales for an optional purchase. 30% of people who bought the newspaper also bought the book. Book sales made on this day covered the entire action cost. The leftover books were sold through shops allowing the brand to make a profit out of the project.