One child.
— One page at a time.
Water Friends
Local civic grows to national
— and crosses an ocean.
Children.
Water.
Advocacy.
Role
Strategy & Creative Direction
Sector
Civic / Environmental Education
Location
Sintra, Portugal → São Paulo, Brazil
Amid rising global concern over water scarcity, the local water authority in Sintra, Portugal had no strategic plan for awareness — only scattered adult-oriented messaging. With low engagement and even lower reach, the challenge wasn’t just about messaging — it was about audience.
Solution
- Proposed a shift in strategy: from adult-centric comms to child-driven civic education
- Developed a dual-target approach:
– Educate the next generation directly
– Reach current decision-makers through them - Created playful, age-specific content designed for 4–8 year-olds
- Built a modular system of tools — books, games, activities — for classrooms and home
- Designed visuals to match a child’s drawing language — familiar, replicable, and emotionally resonant
- Encouraged adult participation through tactile, take-home materials
Results
- Campaign expanded from 1 municipality to 15 across Portugal within a year
- In 3 years, crossed continents: 5,000+ kits distributed in Brazil via public-private partnership
- Materials adopted by schools, NGOs, and libraries across São Paulo state
- Spontaneous feedback from educators and civic leaders praised its clarity and cultural relevance
- Long-term civic impact: a generation engaged in water responsibility — at home and in school
