SBT: Mexeu com Criança

SBT, a TV channel, used a popular Snapchat filter to triple user awareness rates for child abuse across Brazil.

Campaign details

Brand: SBTLead agency: WMcCANNRegion: LATAM



SBT, the 2 biggest TV channel in Brazil, is well known for foresting various social initiatives. One of them was to create awareness for the week against child assault.

Target Audience

Adults who are old enough to help children: 18+ to 60+, from diverse social classes in the country.

Creative Strategy

Through data analysis on Google, we saw that the week against child assault was way bellow the target, as the trend topic in the period was the baby filter, a Snapchat filter.

So, in order...

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