We created ‘Alphabet Soup”: an ad with the recipe printed on the problem itself; that is, the same newspaper mothers use to feed their children. The ad encouraged readers to make the recipe at home and try it with their own children or, even better, to donate and help the foundation change this reality.

We published the ad and at the same time we launched a video on many cooking websites in which a chef used our recipe to cook an Alphabet Soup.

We also sent the newspapers to several opinion leaders and we invited them to try making the recipe for their children.

In a matter of hours, the advert was the topic of conversation on mass and social media.

Within a month we managed to raise more than $950,000,000 pesos, but most importantly we got to inform the country about a devastating reality that would have otherwise been lost in the middle of the news printed on some paper of Colombia.