Red Cross São Paulo relied heavily on unpredictable donation spikes tied to media coverage or natural disasters—an unsustainable model for funding ongoing humanitarian efforts. The challenge was to establish a consistent, long-term stream of donations that could operate independently of crisis cycles, while also engaging a younger, culturally connected audience.

To establish a sustainable and continuous donation stream for Red Cross São Paulo, Lew’Lara\TBWA created the Endless Donation campaign. This approach involved forming co-authorship agreements with prominent Brazilian artists, who committed to donating a portion of their music royalties to the Red Cross on a permanent basis. As a result, every time these songs are streamed, featured in videos, or used commercially, a share of the royalties directly supports the organization’s humanitarian efforts.

This strategy transformed everyday music consumption into a passive yet impactful form of giving, eliminating the need for traditional fundraising appeals. By integrating charitable giving into routine behaviors, the campaign not only secured a steady flow of donations but also positioned Red Cross São Paulo as a pioneer in leveraging cultural engagement for social impact.