In Peru, cancer is the leading cause of death, and in children, mortality rates are the highest in South America. With 75 thousand new cases annually, two-thirds of which are detected in advanced stages, this results in over 45 thousand deaths each year. Public healthcare system is unable to cope with the demand for all cases. Therefore, the fundraising campaign of the Fundación Peruana de Cáncer is crucial to supplement the needs not covered by the state.

Create a campaign to raise awareness among Peruvians through real cases, encouraging them to donate and reach the goal.

Raise 2 million soles in the annual fundraiser in order to provide comprehensive assistance to the most vulnerable cancer patients in the country. Build a model care center, where the current capacity to accommodate guests can be doubled

A film that genuinely narrates, with aesthetic hyperrealism, the journey of a mother and her daughter from the moment they have to leave their home to embark on a days-long journey, filled with obstacles, in order to access oncological treatment.

In Peru, if you live far from the capital, it is very likely that you will not be able to access oncological treatment due to the limited coverage of public healthcare.

A mother and her daughter leave their home and embark on a journey of several days, facing numerous real obstacles, all in order to access oncological treatment.

This campaign marked a turning point for the Fundación Peruana de Cáncer, achieving the goal of raising 2 million soles in just two months, an 18% increase compared to previous years. Additionally, this film was strategically placed on social media platforms and, thanks to its reception, obtained significant results among the audience, with an impact of 9,322,733, reaching 5,769,333 people, and engaging 134,194 individuals. This facilitated the migration of 100% of traditional volunteers to digital platforms.

Together with BCP and Yape, donations through these channels reached a 75% participation rate, and the average donation per person increased by approximately S/20. As a result, the Fundación Peruana de Cáncer became top of mind in Peru, ranking first in spontaneous mention and increasing its credibility by approximately 10%. Most importantly, more users connected with the cause and committed to donating.