Context
The campaign was launched on National Childhood Cancer Awareness Day, celebrated every November 23rd, with the aim of combating the prejudice surrounding bald children undergoing cancer treatment. Well-known cartoon characters from both cable and broadcast TV, as well as newspaper comic strips, appeared bald to show that a child with cancer should be seen like any other; they have the right to play and be happy.
The website aimed to host all campaign audience access, both children and adults, inviting users to interact with the content by downloading posters, reading comics, watching videos, and creating avatars for Facebook, encouraging others to join the campaign and thus increasing donation volume on the GRAAC website.
Donations to GRAAC during the campaign period increased by 54%, and Carequinhas is among the top 3 most awarded Brazilian campaigns at the Cannes Festival. In total, it won 12 Lions: 4 gold, 5 silver, and 3 bronze.
Sketches
First, sketches were made for all the website pages.
Structure
Studies of the main homepage structure and the combination of image blocks, considering access through devices of various sizes.
Wireframes
Construction of the navigable wireframes.
Layouts
Technical sheet
Information Architecture and button illustrations Marco Moreira
Art Direction Nasser Said
Art Direction Nasser Said
See the case: https://ogilvy.com.br/graac-1/
