Some people donate to charities because it’s what they do. A large number of people donate more readily if they can see a genuine result. If they connect personally to those who receive their donation.

F/Nazca Saatchi & Saatchi and Foundation Laço Rosa are helping people connect to those who receive wigs from the foundation as a result of their donations.

The campaign is called #SELFESTEEMCODE, and its centrepiece is an enormous barcode installed at the airports of Curitiba and Ribeirão Preto – or what looks like an enormous barcode until viewers get very close. In fact, the artwork is made up of the names of women patients who receive the wigs that boost their self-esteem and courage while fighting breast cancer. The artwork still functions as a barcode to allow donations, recognised by any banking app.

The barcode changes regularly, because the list of women who have received wigs has been updated.

Those who can’t experience the installation up close but would like to contribute for the queue to move a little more can also donate on the website.

Credits

Creative Agency: F/Nazca Saatchi & Saatchi

Executive Creative Director: Fabio Fernandes

Creative Directors: Pedro Prado & Rodrigo Castellari

Creatives: Andre Fukumoto & Charles Faria

Graphic Production: Jomar Farias, Leandro Ferreira & Guilherme Gaggl

Art Buyers: Juliana Gardim & Kamila Bertolino

Account Service: Ricardo Forli, Thiago Iusim & Julia Marquezi

Director Integrated Production: Juliana Hasegawa

Project Management: Fernanda Kochi

Client: Foundation Laço Rosa

Client Management: Marcelle Medeiros