Brazil has more than 15 million children and teenagers living on its streets. The Telefônica Foundation works to make it possible for them to dream again through social projects based on education. To communicate its existence, a campaign was created to show in a truthful way how the Foundation’s projects help to make these children’s lives better.

Real stories were told, through use of poetic language, in animated video clips, songs and cartoons.

Due to the small budget dedicated to this campaign (less than 1% of the annual Telefônica communication investments), there was a need to attract the media’s attention somehow. 90-second music videos were created to be shown on TV as content and the soundtracks were played on the radios as regular songs. Besides that, the campaign had an impact on more than 30 million people through phone cards, phone bills and the intranet. All points of contact drove the audience to a URL where people could find out more about the projects.