Ponle Corazón: Searching for hearts
Gloria Herrera, Humberto Polar and Victor Velez
Campaign details
Brand owner: Peruana de CáncerLead agency: MediaConnection BPN and FCB MAYOBrand: Ponle CorazónCountry: PeruIndustry Charities and voluntary organisationsChannels used: Earned media, buzz, Internet - general, Newspapers, Online video, Outdoor, out-of-home, Public relations, Radio, Social media, TelevisionMedia budget: Up to $500k
Executive summary
This case study describes how the Peruvian Cancer Foundation's fundraising drive, Ponle Corazón (Put Your Heart into It), which aims to raise money for children with terminal cancer, found a new...