The mascot has become the butt of a lot of jokes in Brazil. Here's an image macro from Brazilian meme site Kibe Loco:
The above image reads: "This is Chaminha, the burn victim mascot in Minas Gerais he visits children who are burn victims... No one can burn as bad as a bad marketer."
Flamy is the mascot at the Fundaçao Hospitalar in Minas Gerais, which currently receives over 100 burn victims a day according to the blog of Brazlian writer Gabriel Diniz. And a major factor in many of their burn cases is flammable alcohol. A few hospitals in the Minas Gerais area are using Flamy to teach children about what to do with flammable material and how to treat burns if they receive them.
They've also pointed it out that the mascot looks a little like Brazilian president Dilma Rousseff.
