Action, developed by VML, aims to call for donations aimed at access for children and adolescents
On this Children’s Day, the United Nations Children’s Fund (Unicef) summoned the Mouse from Castelo Rá-Tim-Bum to alert the population about the challenges that many children and adolescents face in accessing drinking water and sanitation, which is limited or non-existent for many of them.
Designed by the agency VML Brasil, the campaign will recreate one of the most famous scenes from the program, in which the character takes a shower singing his well-known song. The difference is that, this time, the little mouse will face the reality of countless people: the lack of water.
The action will resonate across networks, inviting the public to contribute donations to UNICEF’s water, sanitation and hygiene actions in Brazil, aimed at schools and vulnerable communities. When the contribution goal is reached, a new character video will be released as a surprise.
The PodPah podcast, and the profiles Cinthya Rachel (@cinthyarachel), Greengo Dictionary (@greengodictionary), Jean Capoani (@jeancapoani), Lipe Volpato (@lipe_volpato), Luciano Amaral (@lucianoamaral), Marcelo Tas (@marcelotas), Nogy (@canal90), Nostalgias 2000 (@nostalgias2000), Sabrina Oliveira (@thesabriss) are some of the names that will help publicize the cause.
“To draw attention to this reality, it was necessary to go beyond data and traditional fundraising strategies: we needed an influence strategy that truly engaged and stirred the emotional memory of Brazilians,” said Lidia Carvalho, head of marketing of Unicef in Brazil.
