Mackenzie School's Pencil.

Mackenzie School wanted to do something on Education Day, April 28, in order to raise the awareness of students and parents to the illiteracy problem in brazil. Pencils with the word "illiteracy" printed on them were distributed at the school's entrance. As the pencil was used, the word disappeared. A second phrase compelted the message" Only education can put an end to it".

Agency: Publicis São Paulo, Brazil.