To show that Carambaia is a publishing company to those who love

reading, we donated dozens of books so one of the groups that read

the most in Brazil could evaluate them: the prisoners. More than 40

book reviews were made by them. We selected some of those

reviews to be part of the publisher's communication.

With the reviews of the prisoners, we made print ads in magazines

and newspapers, posters in bookstores, radio spots, posts on social

networks. We also filmed their opinion about each book and

released individual videos. All the material was gathered on a

website (www.carambaia.com.br/resenhalivre), along with a mini-

documentary produced at the Prison of Hortolândia. We launched

this mini-documentary in an thrilling event with the presence of

people involved with the project. And all of this was activated on the

brand channels.

We gave voice to one of the most marginalized groups in Brazil.

Carambaia has become part of a discussion that mobilizes the

whole society, being mentioned by various websites and human

rights groups. The posts related to the event were the most talked

about in the history of the brand. We can measure this impact in the

messages received by readers all over Brazil, like this one: "I do not

have any Carambaia’s book, but after this wonderful initiative, I am

going to buy up even the titles that are not of my interest, just to pay

a tribute to the publisher!"