Campaign details

Brand: Gen Cero
Brand owner: Fundación Éxito
Agency: Sancho BBDO
Country: Colombia

Executive summary

In Colombia, there is no current updated figure for the number of existing foundations, but experts say the approximate number is in between 60,000 and 100,000. With so many foundations and causes, it is becoming increasingly difficult to connect people and get donations.

This case narrates how, combining fashion and technology, Fundación Éxito turned a garment into a means to donate. It managed to get thousands of young people to purchase it and collect more than 3 billion pesos in donations in four months to help thousands of chronically malnourished children.

Market background

In the capital of Colombia alone – according to 2017 data delivered by the Chamber of Comerce of Bogotà – there are 6,307 active foundations, without including the corporate ones, which are about 120. Every day a new foundation is born, living off donations given by friends and common people or financed by companies. However, these donations are hard to get, since Colombia is a country where donation culture is low among individuals and companies tend to donate the most.