From September of 2012 we started working on the digital strategy for SANAR. The challenge was to create awareness in Colombia about the importance of recycling plastic bottle caps to help children with cancer.

The objective was to increase the volume of recycled caps to treat children affected by the disease and to make SANAR a sustainable Non Profit Organization.

The strategy was to begin placing the hashtag #CapsToHeal on Social Media through contents on the digital assets of SANAR, the support of media relations and the help of social media influencers. At the end we wanted a major closing, represented on a large scale event to achieve a World Guinness Record.

On October the 2nd, 2013, we managed to achieve a National Trending Topic on Twitter (#CapsToHeal) for more than 22 hours, gaining the attention of the media, celebrities and the people in Colombia, communicating the large recollection event to achieve the World Guinness Record.

On October the 5th, 2013, as a result of the joint work with the media, the influencers and Social Media management, we get to mobilize the people to the large recollection event, breaking by far the World Guinness Record on "Most plastic bottle caps recycled in 8 hours".

We achieved:

- Organic media awareness (non paid) through effective media relations

- Organic online awareness (non paid) through working with influencers

An implementation plan that included content, videos and work with influencers related to social causes, to generate conversations in social networks with the Hashtag #CapsToHeal

The goal to beat the record for the most plastic caps collected in 8 hours. The record was held by the Garrahan Hospital in Buenos Aires, with a total of 91.000 kilos in 2011.

An influencers plan was designed to position the Hashtag #CapstToHeal and promote the event. The conversations began on October 1, 2013.

On October 2, singers, journalists, actors, and influential twitterers organically joined the SANAR conversations.

As the hours went by, the Hashtag #CapsToHeal spread rapidly, attracting the attention of Twitter accounts of opinion leaders and the media.

We achieved a national trending Topic on Twitter for more than 22 hours.

On October 5, the final outcome was the recolection event, and the new World Guinness Record for SANAR.

Awareness:

- More than 17,000 new fans on the fanpage and more than 537 new followers on Twitter in only 4 days.

- 1,562,571 people viewed the Hashtag #CapsToHeal from it’s first appearance until it became Trending Topic, the World Guinness Record was achieved in the category of “Most plastic bottle caps recycled in 8 hours”.

- The goal was 100 tons and SANAR achieved 156 tons.

- More than 65 news on print media, online, television and radio

Business Impact:

The annual budget of SANAR to treat children is US$500.000, the day of the event a total of 156,460 kilos of plastic caps were collected, representing a total cash of US$74.318, this represents 14% of the annual donations and was achieved in just 1 day.

At the end of the event, the results represented a total of 74 children treated with cancer.