São Paulo, April 2026 – After mobilizing the country with a project dedicated to publicizing missing persons, which generated a great deal of positive feedback, the Piracanjuba Group is embarking on a new journey of social impact, recognizing the importance of contributing to social causes and the potential of its packaging as a far-reaching medium. Starting in April, the month in which World Autism Awareness Day is celebrated (April 2nd), the company’s UHT milk packaging will feature educational messages about Autism Spectrum Disorder (ASD), transforming a product present in the daily lives of Brazilians into a means of information, empathy, and encouragement of inclusion.
The initiative aims to broaden access to reliable and qualified information on the subject, still considered one of the main barriers to society understanding, embracing, and practicing the inclusion of autistic people. The extensive distribution of the products enhances the reach of the initiative: today, nine out of ten Brazilian households have Piracanjuba products, expanding the possibilities for dialogue in different regions of the country.
“Just as we did in the Missing Persons campaign, we understand that our packaging can play an important social role. It reaches millions of people daily and can become a relevant information channel for topics that need more visibility and understanding. We want to transform these products into a source of information, contributing to combating stigmas and broadening understanding about autism,” says Lisiane Campos, Marketing Director of the Piracanjuba Group.
Information to combat myths
In the first phase of the project, the packaging will feature five direct messages, addressing frequently asked questions and misconceptions still present in society. Among the messages that will appear on milk cartons are: “Autism is not a disease,” “Every autistic person is unique,” “Autistic people are born autistic,” “The autism spectrum is broad and diverse,” and “Autistic children need support. Their mothers do too.”
The packaging also features a QR code that directs users to in-depth content on the website of Autistas Brasil — the National Association for the Inclusion of Autistic People, a civil society organization dedicated to defending rights, promoting inclusion, and strengthening the participation of autistic people in the development of public policies. A partner since the initiative’s inception, the institution contributed specialized consulting to guide the creation of the messages.
The president of Autistas Brasil, Guilherme de Almeida, emphasizes the importance of expanding access to quality information as a tool for social transformation: “With more than 60 million milk cartons per month delivering qualified and verified information to every corner of Brazil, we hope to reach exactly those whom the internet doesn’t reach—families who have never had access to a serious conversation about autism. When a carton arrives at the breakfast table of a grandmother in the interior of Maranhão or a working father in northern Minas Gerais, it may be that family’s first genuine contact with correct information on the subject. Our goal is simple and ambitious at the same time: that by the end of 2026, millions of Brazilians will know that autism is not a disease, has no cure, is not caused by a vaccine—and that autistic people have rights that need to be respected. Qualified information, with national reach, transforms not only opinions but saves lives,” he assesses.
Developed by Ampfy, based on in-depth research, active listening, and immersion in the world of neurodiversity, the campaign aims to contribute to educating society at the point of sale, with powerful, essential, and transformative phrases for understanding the topic.
Based on studies, interviews with representatives from Autistas Brasil, and experiences at the Diversa Mente event, direct and accessible messages were created to clarify recurring doubts and confront misinformation still present in our daily lives. The project takes shape in a clean, graphic, and functional layout, designed to be compatible with the needs of autistic people, promoting clarity, readability, and comprehension. For the logo, the colorful infinity symbol was adopted, a new icon of autism, also contributing to broadening the recognition of this symbol throughout Brazil.
The proposal transforms packaging into a living channel of information, bringing knowledge closer to the daily lives of Brazilian families and, at the same time, giving visibility to initiatives and organizations dedicated to inclusion.
The campaign will have national reach and will be implemented in phases, evolving from the initial impact of these fundamental messages to a continuous deepening of the dialogue with society.
“Autism is still very little known and understood in Brazil, and is surrounded by misinformation, which hinders awareness and, consequently, the inclusion of autistic people in everyday life. That is why this initiative is so relevant to our society. Piracanjuba uses its distribution power and reach to bring reliable and essential content on the subject, with the support of the NGO Autistas Brasil, to hundreds of millions of people, transforming its packaging into a powerful medium capable of bringing knowledge to places where it often does not reach,” comments Fabio Guima, creative director of Ampfy.
Initially, the campaign will be applied to Piracanjuba UHT milk packaging. In future phases, the proposal is to expand the project to other categories in the portfolio, such as powdered milk and products from the LeitBom brand.
About the Piracanjuba Group
With roots in the interior of Goiás, the Piracanjuba Group is part of the daily lives of Brazilian families and is recognized as an excellent place to work, according to the GPTW 2025 certification, which also awarded the company the Mental Health seal (Great). People Mental Health) with two stars, by Above-average emotional well-being index. We bring together brands that deliver quality and innovation. the table: Piracanjuba, Emana, LeitBom and the licensed companies Almond Breeze (almond-based drinks), Ninho and Molico (long-life milk).
Our team has more than 4,600 employees, working in ten manufacturing plants and 16 milk cooling stations, ensuring a processing capacity of more than 7 Millions of liters of milk per day. Furthermore, we invest in sustainability with eucalyptus farms and encourage continuous development through educational programs.
Piracanjuba Group
Care that nourishes life.
