NGO Mães da Sé: T-SEARCH®

Shortlist Award

T-SEARCH®

NGO Mães da Sé

Brazil

2025

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Entrant Company

Cappuccino

Entry Type

Public Service

Program

Clio Awards 2025

Medium Type

Professional

Medium

Creative Effectiveness

Category

National

Every day, 200 children go missing in Brazil—yet the crisis remains invisible to society and absent from political agendas. Mães da Sé, an NGO founded by mothers of missing children, has fought for decades to reunite families but lacks visibility. Our objective was to give opinion leaders a tool to pressure politicians and amplify awareness. Instead of relying on ineffective traditional methods, we hacked Brazil’s latest fashion obsession: bootleg T-shirts. Using AI-powered age progression, we replaced the celebrity faces typically seen on these shirts with missing children, turning a fashion statement into a political plea. T-Search: the #OutfitOfVisibility launched on the International Day of the Disappeared (August 30) at Praça da Sé—where Mães da Sé began. Influencers, celebrities, and TV hosts wore T-Search, while major broadcasters (Globo, SBT, Band) aired the campaign, making it an overnight trending topic. The shirts sold out via e-commerce, with all profits funding intensified search efforts. The campaign extended to OOH, TV, radio, and sports, with São Paulo FC bringing T-Search to a live match. A group of rappers released Faith’s Sons (Filhos da Fé), an anthem streamed thousands of times on Spotify, with all royalties donated to Mães da Sé. The impact reached government levels: Ivanise, the NGO’s founder, met with the Ministries of Justice and Human Rights, ultimately securing a seat on the National Committee for Missing Children. From a street trend, we ignited political reform.

All 2025 Winners

Credits

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