We found out that all improvements on Brazilian public dental health system come from researches at FOUSP using baby teeth — yes, baby teeth! And while they struggle with insufficient donations, millions of teeth that could be helping science were discarded every year. Of course, kids are not used to giving them to a university. They do save it for the Tooth Fairy, though.

So, to increase donations, the Tooth Fairy stopped asking for kids’ teeth. Instead, she revealed a well-kept secret: The Tooth Fairy’s Address. Now, they can send their teeth directly to her to help people in need. We created eye-catching executions for relevant mediums and, most importantly, a new and easy way of donating baby teeth.

The story quickly spread reaching major news programs organically. The “Tooth Fairy’s Address” campaign promoted a real cultural change building positive values for kids once they actively decide to help instead of exchanging their teeth for money. Parents were happy, kids were happy and FOUSP was letting off fireworks: donations skyrocketed turning their biobank into the largest collection of teeth for studies of the world in only 2 months.

Role: Copywriter & Creative Director