Pro bono

Campaign: Donate your fame

Client: GRAACC

WPP Company: OgilvyOne São Paulo

GRAACC is a hospital in São Paulo that offers free treatment for children with cancer. In 2012, OgilvyOne São Paulo worked pro bono to promote the institution and increase donations. Popular Brazilian celebrities were asked to donate their Twitter profiles for one day to a child suffering from cancer. The children’s tweets – which ranged from them talking about their day-to-day routine, to discussing their hopes and dreams – reached 24 million Twitter users. As a result of the campaign, donations increased by 4,760% compared to the same period in 2010.