CHANGE
PITY
FOR JOY
TELETON

 Teleton, a charity event that raises funds for children with disabilities, had relied on the same formula for years: evoke pity, then ask for help. Over time, that approach stopped resonating.

To change the mindset around donations, we shifted the narrative from pity to joy—showing the country that these kids still need support, but in a completely different way. By celebrating their energy, personality, and spirit, the campaign reframed how people connect with the cause, turning empathy into a more positive and powerful reason to give.

We turned their wheelchairs and crutches into fantastic objects of play, and asked people to donate with a smile. We did a live stunt to launch the campaign, that later became a TV spot and content for social media. Donations that year raised up to 67% more than previous years.