An innovative campaign where, for the first time, thirteen Social Support Institutions came together with a single purpose: to encourage taxpayers to consignate 1% of their Personal Income Tax.

We started with three broad statements/challenges, aiming to reach all audiences without segmenting or discriminating against any specific group.

In response to these challenges, we used a powerful expression that serves as the unifying element of our message: Mark with a Cross.

In popular usage, this expression conveys the idea of an act of trust and absolute commitment – something done “with eyes closed,” without hesitation… a true no-brainer.

Mark with a Cross is the motto to reinforce the idea of a simple, direct, and cost-free gesture.

No cost to you. Benefits for all.