In the semiarid areas of Brazil, some of the country’s poorest regions, more than 450 thousand children don’t have bathrooms or basic sanitation in their schools. The lack of hygiene and restricted access to water cause innumerable diseases, resulting in alarming numbers of school dropout rates.

With the help of Unilever, national celebrities, and some of Brazil’s biggest communication vehicles, we created a completely zero-cost campaign: no production or even photo costs. Without fees paid to celebrities. Without paying for press.

And, so, we impacted millions of people throughout Brazil, who embraced the cause, donating money and making the dream of bathrooms and basic sanitation a reality for thousands of school-aged children.

Without production or even photo costs, without celebrity fees, and without paying for press, we ran the ads in print and online, with videos and radio spots, all completely free. We also created a brand channel for the Vim project for UNICEF, where people could learn about the cause and donate however much money they were able to. At the points of sale, R$1 was donated to UNICEF for each bottle of Vim Chlorine Gel sold.

Almost 3 million unique users impacted by the Blank Campaign.

10,436,254 prints (186% more than the original goal, which was 5.6 million).

4,605,709 clicks by unique users.

Schools remodeled. Bathrooms installed. Fewer children missing school. Less disease. Thousands of lives transformed.