Hasta La Creative!

Street children begging for food and money near busy traffic stops are a common sight in metropolitan cities like Rio de Janeiro. Accustomed and tired of this routine, drivers have the habit of shutting their car windows to ignore these children and avoid any contact with them.

In order to raise awareness of this dilemma and to obtain more donations, “Obra do Berço”, a day care for underprivileged children in Brazil, has found a way to make the children’s voices heard through the windows: “SOS by SMS”, an action in partnership with DM9Rio.

Bluetooth antennas are hidden near the traffic signals where a large concentration of these children tend to gather. When drivers stop there, the antennas would send out an “SMS” message:

“Hi, I’m the child at this traffic light. I know that I may upset you, but living on the streets is even more upsetting. By donating $ 10 to the Obra do Berço, you can help give a future and a shelter to a little one like me. Help us. Shut the window, but do not shut your eyes. ”

Advertising Agency: DM9Rio, Brazil
Creatives: Álvaro Diogo Rodrigues, Diogo Mello
Creative Director: Álvaro Diogo Rodrigues, Diogo Mello
Project Manager: Eduardo Grendelle
Video Producer: Yes Filmes
Executive Producer: Caio Abreia
Sound Producer: Silence
Approved by: Maria Luiza Sá Earp Marinho de Souza