UNICEF launches campaign with Ratinho from Castelo Rá-Tim-Bum to warn about water scarcity

UNICEF has just launched the campaign "Where's Ratinho's Water?" (or "Cadê a água do Ratinho?" as the original title) to raise awareness about the serious issue of water scarcity in Brazil and around the world, and to collect donations that help bring clean water to thousands of children in need.

To raise awareness about this issue, we chose to bring back an icon from the childhood of many Brazilians: Ratinho from Castelo Rá-Tim-Bum. Our intention was to activate this emotional aspect, which evokes childhood, so that people are moved and donate to UNICEF. And upon reaching our donation goal, helping millions of Brazilian children, we will celebrate this moment with a brand new Ratinho music video.

Isaac Serruya

Associate Creative Director at VML Brazil

Millions of Brazilian children still lack access to clean water and basic sanitation, a fundamental right often overlooked. The campaign aims to raise public awareness about this reality and mobilize donations for UNICEF projects that address the problem.

To address such a sensitive topic, VML called upon a pop culture icon and expert in staying clean: the charismatic and iconic Ratinho (Little Mouse) from Castelo Rá-Tim-Bum, who impacted generations. This time, however, he makes a triumphant return.

The campaign employs an influencer marketing strategy, featuring a moving video and a call for donations via Pix. The fundraising goal is linked to the release of a new Ratinho music video, incentivizing public participation. Digital influencers have also joined the cause, amplifying the message.

The campaign aims not only to raise funds for water and sanitation projects but also to promote a shift in societal mindset, pushing for public policies that guarantee universal access to these basic resources. The alarming data on water scarcity in Brazil and globally, presented by UNICEF, reinforces the urgency of the issue.