The campaign’s challenge was to show the hospital’s relevance without huge costs. The discovery of the airport was fundamental for this. We stopped creating a simple advertising campaign and instead raised a cause with the potential to become newsworthy.

From then on, the population and the press would be in charge of publicizing the hospital’s relevance and demanding the flight, pressuring the airlines and the Federal Government.

Barretos Cancer Hospital wanted to let the entire country know of its relevance – currently the largest cancer hospital in Latin America. Patients from all 27 States travel for hours and even days by bus to be treated there. That is when we discovered that there was an airport just 5 miles away from the hospital. But it did not have commercial flights. Could we extol the hospital’s relevance to the point of opening up this airport?

We turned this discovery into our cause and invited people to demand this flight. We sent media kits to opinion makers and asked these important pilots to support the creation of this flight.

A different campaign to fight cancer: without exploiting the image of bald people and the illness, just talking about accessibility. Thus, in the midst of the discussion on airport infrastructure for the World Cup in Brazil, the spotlights turned to an airport that could save lives, and to the hospital.

Over 252,000 people booked a seat in the Facebook petition. There were 291 million social media views with celebrities as well as common people supporting the cause. 84,000 emails were sent to the airlines directly from our website.

In just 2 months, the Federal Government included the airport in the Aviation Regional Plan, investing US$ 9.1 million in renovations. And, on March, 22nd, 2014, Passaredo Airlines landed its first commercial flight in Barretos. The Flight Against Cancer had been created and the Barretos Cancer Hospital’s relevance had been corroborated.