“Der kleine Nazareno” is a charity which runs two children’s villages to care for Brazilian street children and offer them a dignified future. Each village can house about 70 boys – not enough to cater for the over 25,000 children who currently live on the streets. The media solution involves street stickers showing the outline of a child which is trying with all its might to push through the concrete into freedom – i.e. to escape from life on the streets. This is an extremely direct, creative and attention-grabbing way to inform people about this vicious circle.

This creative implementation and the imitation of the road surface meant that an extraordinary number of people noticed this “ordinary” stretch of the street. Many passers-by stopped for several minutes and were immediately prepared to support the charity. The posters informed people how they could help, prompting a sharp increase in the volume of donations.