Nowadays, everyone seems like a clock running against time. Time to Remember is a metaphor for this. We use to forget that sometimes life is out of control. But even at this moment we can do our best and save lives.

The story is about a family of clocks whom father was a very good guy. Suddenly, he passed away. So, the mother have to quickly decide about consent the organ donation.

Although was made to people talk about donate organs, the film has no dialogues to be more reflective. Instead, a emotive song was written to a young and charismatic Brazilian lady singer, Kell Smith, to raise emotion and fix the climax of the movie.

Time to Remember was created to people reflect on moments, life, death, and how a single remembering can affect others.

The short film finishes showing this tale can be real, with live action caracthers.

Government communication use to be very bureaucratic in Brazil. That's why the implementation period of this campaign was very short. The entire film production proccess, with character development, animation and shooting scenes lasted only 20 days.

Time to Remember was launched on the Internet on September 27, when Organ Donation Day is celebrated in Brazil. A few days earlier, a movie trailer version was released on Facebook and Instagram Stories as a new animated film (such as a Pixar movie, e.g.) free and available to be shared on internet.

The content was located on Ministry of Health webpage and on its Youtube channel. The spread on social media happened in organic way, from posts of own Ministry of Health, lady singer Kell Smith and collaborators.

So, TV and radio stations, newspapers, magazines and youtube influencers began to collaborate and disseminate the campaign, like a non profit and public utility content.

With a very small budget, the campaign has only used social media to spread its message and conquest collaborators. Despite this, Time to Remember has ever reached more than 100 thousand organic views at Facebook, almost 300 thousand views at Youtube, more than 700 thousand views at non paid media, with 39.956.811 prints, and 6.387.804 unique users (very high volume to a non paid campaign).

Beyond that, voluntary participation of influencers, vehicles such as TV and radio stations, newspapers, magazines and one of Brazilian music's new voices, the young and charismatic lady singer Kell Smith.

Also, the very positive interaction of the audience, with large number of emotive comments and a very good CTR (Click true Rate) comparing to others government campaigns: 0,21% (Average market is 0,20%).

We cannot ignore that the short film has also been used at schools and child museums, revealing a relevant message to the audience.