The idea was to collect books as Xmas presents for students at state schools. To make a big impact you need to tell the truth. That’s why we decided to enclose postcards with real pictures of children, asking for books to be donated by the most specific target possible, people who buybooks. They were surprised with the donation messages which they found.

Over the 2 months before Xmas, we collected more than 200 thousand books. Moreover, the action got attention on blogs, websites and in newspapers. Donate a book at Christmas, become one of the TrendTopic at Twitter Brazil.