CONTEXT:
Created as a channel of information and company for patients undergoing hemodialysis treatment, the newspaper was designed to be read slowly, like a conversation that fills the long hours of treatment.

STRATEGIC AND CREATIVE SOLUTIONS:
- Recipes adapted for kidney patients: At a time when the internet was not yet an accessible oracle (2007 - 2008), providing safe and tasty recipes meant providing care and autonomy to patients.
- Personalized crosswords: More than a pastime, it was a mental breather during the medical routine. And it was there, discreetly at the bottom of the crosswords, that we placed the organ donor registration form, integrating entertainment with purpose in a subtle and effective way.
- Accessible and welcoming language: All the content was designed to embrace the reader, without technical jargon, without noise, only with empathy and useful information.

RESULT:
- We received constant feedback from patients, family members and healthcare professionals praising the human and functional content.
- The newspaper became an ally in the treatment routine, helping to transform waiting time into moments of connection.
- The coupon strategy in the game generated spontaneous registrations and expanded the dialogue about organ donation inside and outside the clinics.