We decided to ask for donations at the best moment to move people: when they were feeling cold.

In order to do that, we used street clocks, that already has real time data about weather, in an innovative way. For the first time, the message displayed interacted with the weather. As the temperature dropped, so did the girl, revealing the donation request.

The idea was to use the most relevant information from the media (the temperature) to send a message that reacts according with the ambient.

For that we programmed the digital display to interact with the weather. When the temperature drops the cover girl cringed, revealing the donation request.

Rio de Janeiro doesn’t get very cold during the year. That’s why people don’t have the habit of donating warm clothes. This campaign impacted 4 million people on the street, registered 25% more new donors. And we changed people’s behaviours, making them donate more than 500kg of warm clothes in one week.

People in Rio de Janeiro don’t used to donate warm clothes because they don’t feel cold almost the entire year. To change that we had to send our message in the right time to make people change that behaviour.

For that, we used in real time the temperature data to move people in the exactly moment they were more open for that. Right when they were feeling cold on the street.

We had the enormous challenge to convince the entire population of Rio de Janeiro to donate warm clothes for those in need.

And for that, we needed to ensure the highest awareness and frequency for the message during a very short period of the year: Rio de Janeiro’s winter. And all the data possible had a role solving this problem. So we took advantage of one of the coldest weeks of the year to hit the streets in a new media platform in the city.

We spread 70 thermometers around the city, that reaches 4 million people for week. But we had to be sure that our message was only viewed in cold areas of the city. So each thermometer, had its own data and the power to impact each and everyone only when the weather fits. This way we impacted people right when they were feeling cold on the street.

Rio de Janeiro doesn’t get very cold during the year. That’s why people don’t have the habit of donating warm clothes. But for the city’s underprivileged, winter can be very tough.

And that’s the season the Salvation Army needs more donations than ever before. But how could we raise warm clothes with a low media investment?

The campaign’s main goal was not only to raise awareness about donating warm clothes, but also making people donate them.