Spending time in Casa Facci, we learned that children that were near death in some way knew their time was coming and expressed it through symbols in their drawings. They had no fear of death, instead they expressed peace and hope. They used art to subconsciously say farewell to their loved ones

We decided to create an art exhibit and auction those drawings of children that had recently passed away from cancer at the Dominican Republic’s Museum of Modern Art. We called it El Arte del Adios (The Art of Goodbye).

The PR approach was launched two weeks before the exhibit, on the 24th of August, 2016. We targeted local and national media. Media and opinion leaders were reached both directly and thru their e-mails. The first e-mail consisted of a very emotional digital presentation that described the story behind the farewell drawings that were going to be exhibited and their authors.

The second communication was a press release containing all the information regarding Casa Facci, explaining the need for the blood bank, and inviting them to support the cause and attend the event.

The information was immediately aired on most of the media: radio stations, newspapers, TV programs, digital media and social media, and we received confirmations for the media tour and requests for interviews and live coverages.

Tier 1:

Awareness about Casa Facci and its work in favor of children with cancer increased. Casa Facci was able to create the blood bank and also renovate the oncology area of the Robert Reid Cabral Public Children’s Hospital. This renovation and the blood bank helped increase biosecurity, nosocomial infection reduction by 80% and 90% reduction in the pain children used to suffer due to procedures and diagnostic tests.

Tier 2:

The action gathered more than 15 million impressions thru digital media, and more that 6 million pesos in free press and air time.

Tier 3: Casa Facci obtained 4 million pesos in donations, double their initial goal of 2 million pesos. These donations came from the art auction, but also from people that were touched by the message spread thru the media. Donations kept coming for weeks after the exhibit ended.