The list of pesticides used in most foods consumed by Brazilians can be read on their labels and stamps. However, with an extremely technical language written in fine print, it's very unlikely that someone will be concerned about this fact. These pesticides, in this context, are easily ignored or seem harmless to our health.

That’s why we decided to develop an insecticide, using as base ingredients the same list of pesticides found on the labels and stamps of the food in order to highlight that what is hidden there is a matter of concern in terms of quality and safety of what we ingest every day.

The insecticide was activated at Casa Orgânica, the first 100% organic supermarket in Sao Paulo, who, besides the actual consumers of organic food is also visited by curious people and supporters of the idea.

We placed the insecticide in island next to the fruits and vegetables stands, with promoters that explained the initiative with support material. On the label itself, we provided data about the situation of pesticide use in the country. The package also directed people to the campaign site where they could see a ranking of contaminated foods.

We also sent the insecticide to influencers, healthy diet ambassadors to leverage the repercussion of the initiative. They joined the campaign and didn’t charge for it. Besides that, a series of mini-videos with the insecticide being used was published on Casa Orgânica’s Instagram account.

In few days, the engagement on social networks and the campaign site moved the people through more than 160,000 organic views of the campaign videos, more than 1,000 shares and more than 200,000 impressions and comments from people who have decided to start consuming organic foods. In addition, there were many posts and mentions in other channels.