Pão dos Pobres provides shelter for thousands of needy children in Brazil. As an institution that survives on donations, we needed to find a way to increase the number of donors.
Show that even those who don't have anything can donate. We launched a series of educational children's books telling the stories of kids in need who had donated toys to other kids in need. The main detail being that all the stories are true and based on students at Pão dos Pobres, who have donated their favorite toys to a different institution.
The collection became a product sold in bookstores.
The State Secretary of Education decided to use the books as teaching material in public and private schools.
Over US$ 800.000 in free media.
A 480% increase in donations via the institution’s website.
National and global celebrities embraced the cause and shared it on their social networks.