Peruvian Cancer Foundation: Searching for hearts
FCB Mayo Lima
In Peru, a fundraising drive called 'Put Your Heart Into It' is conducted to collect money to help children with terminal cancer.
Problem: every year less money was collected, since people were increasingly indifferent.
Idea: If people have hardened hearts, show them that even the hardest hearts can be moved to help children.
This is how the idea of proposing that the inmates of Peru's most dangerous prison, help by conducting their own fundraising drive originated.
The result: The implementation of the campaign had a total cost of $6,500 USD, and...