To attract people to Viva Mata, the main event of SOS Mata Atlântica (SOS Atlantic Rainforest), we created I Don't Care (I.D.C.), an anti-NGO that supports politically incorrect causes and claims that every citizen was already born an I.D.C. affiliate.

Two posters presented the I.D.C. principles specifically for children. In them, two monsters epitomized neglect with waste and the wasting of water and, in the end, they asked children who do not agree with this behavior to go to Viva a Mata to disaffiliate themselves from the anti-NGO.

In a few days I.D.C. had already caught public’s attention. The 2013 event had a historical record of visitors, with hundreds and hundreds of disaffiliations. The success of the campaign motivated SOS Mata Atlântica to keep IDC active.