CHANGE
PITY
FOR JOY
TELETON

Teleton, a charity event that raises funds for disabled kids, had been using the same strategy for years: make people pity the kids, then ask for help. Over time this formula stopped working. 

To create a different mindset towards donations we decided to change pity for joy, and show the whole country that these kids really need their help, but in a complete different way.

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.