# Homeless Fable Character Ads The So Acao Solidarity Movement Campaign Encourages Book Donations By Meghan Young | Published 2012-03-14 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/so-acao-solidarity-movement References: [ibelieveinadv](http://www.ibelieveinadv.com/2012/03/so-acao-solidarity-movement-book-donation/) & [pazbr](http://www.pazbr.com) Instead of throwing old books to the curb, the So Acao Solidarity Movement ad campaign encourages people to donate them so that they can provide literary companionship to others. By giving them an opportunity to find a new home, the beautiful characters in [fairy tales and fiction](https://www.trendhunter.com/trends/gift-happily-ever-after) can impart their wisdom to others. Conceived and executed by Paz Comunicacao Estrategica, an ad agency based in Sao Paulo, Brazil, the So Acao Solidarity Movement [ad campaign depicts](https://www.trendhunter.com/trends/outdoor-advertising-campaign) the sad state these discarded books could potentially suffer through the [imagined homelessness](https://www.trendhunter.com/trends/unwelcome-home) of Little Red Riding Hood, Pinocchio and the Three Little Pigs. Working in conjuction with the Bienal Internacional do Livro de Pernambuco, the So Acao Solidarity Movement ad campaign even suggests where these books can be donated. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 58% | Activity: 62% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Books](https://www.trendhunter.com/books) ## Key Themes ### What Makes This Trend Stand Out - **Book Donation:** Disruptive innovation opportunity: Creating platforms and initiatives that facilitate book donations to provide literary companionship to others. - **Storybook Characters:** Disruptive innovation opportunity: Using fictional characters in ad campaigns to evoke emotions and create awareness about social issues. - **Literary Companionship:** Disruptive innovation opportunity: Developing technologies or services that connect individuals through shared book interests, fostering intellectual discussions and emotional connections. ### Sectors Adopting This - **Advertising:** Disruptive innovation opportunity: Reinventing traditional advertising methods by leveraging emotional storytelling and social issues to create impactful campaigns. - **Publishing:** Disruptive innovation opportunity: Integrating book donation campaigns into the publishing industry to encourage readership while supporting social causes. - **Social Services:** Disruptive innovation opportunity: Collaborating with ad agencies and publishers to develop comprehensive programs that address homelessness and promote social welfare through literature. ## Related on Trend Hunter - [Personalized Present Campaigns](https://www.trendhunter.com/trends/wonderbly-everyones-got-favourites.md) - [Domestic Awareness Campaigns](https://www.trendhunter.com/trends/this-is-not-a-home.md) - [Billboard-Transformed Tent Shelters](https://www.trendhunter.com/trends/lifesaving-outdoors.md) - [Photosensitive Book Experiences](https://www.trendhunter.com/trends/the-outside-book.md) - [Awareness-Raising Shoe Store Concepts](https://www.trendhunter.com/trends/soles4souls-canada.md) - [Library-Based Inequity Initiatives](https://www.trendhunter.com/trends/latin-america-memorial-library.md) - [Equitable Fairy Tale Books](https://www.trendhunter.com/trends/fair-tales-by-odeabank.md) - [Children's Illustrated Book Campaigns](https://www.trendhunter.com/trends/one-in-100-initiative.md) - [Heartfelt Adoption Campaigns](https://www.trendhunter.com/trends/homecentre-thehomecoming.md)