Situation: Of 40 arriving children needing medical treatment in the capital, only 1 finds a place to stay.

Brief: Develop a commercial that raises awareness and informs the public about the stark statistics of children arriving in the capital for medical treatment and facing homelessness.

Objectives: Encourage the audience to visit our website and donate to assist us in providing a home for more children in need.

Does the idea improve with the data? Yes, in fact, here the data is the idea. The idea emerged because the objective was to showcase the data, to shout it out, so that everyone knows it. In fact, creativity lies in finding the most relevant, visual, and necessary resource to display the data clearly. We want everyone to be aware of reality and thus become conscious of it.

As a strategy, we've taken into account this data point: just 1 out of 40. Therefore, in the commercial, we depict a game scenario where 40 children are involved, yet only 1 emerges as the winner. This visual representation is incredibly precise, directly confronting viewers with the stark statistic, employing a classic game but concluding with a sobering reality. We wrap up by illustrating how we can make a difference in this situation, encouraging viewers to contribute by donating on our website to provide a home for more children in need.

This song was specifically created for the commercial.

It's a gentle melody that helps establish a tender atmosphere as we watch the children play the musical chairs game.

However, the lyrics of the song in Spanish tell the story of a lost bird, trembling with cold and seeking shelter, which reflects the feelings of the children we're talking about. These are children who arrive in the capital for medical treatment but can't find a place to stay.

The lack of awareness about these data was evident. Children facing illnesses every day represent a harsh reality that is often overlooked, despite being alarming.

As more people became aware of this issue, they started to research and visit our website. Moved by what they discovered, many chose to become regular donors to our foundation.

This shift reflects a significant step forward in addressing this reality and providing support to those in need. The connection between awareness and action demonstrates the transformative power of spreading impactful data and mobilizing the community to tackle challenges.