Cannes Lions

Changing lives

CMN CARDINAS MARKETING NETWORK, Chicago / MAESTRO CARES FOUNDATION / 2016

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Overview

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Credits

OVERVIEW

Description

The idea was to create a situation where people could see the reality of over 8 million children living on the streets in Latin America. Get the wealthy to take notice and help by donating to the Maestro Cares Foundation.

Execution

A Maestro Cares Foundation gala event was created in a very luxurious setting, where people were dressed up and enjoying the privileges that comes with wealth. During a lavishing dinner, a film played that showed the cold reality of starving and homeless children on the streets, vulnerable to child trafficking, prostitution, drugs and violence. The shock of the situation was enforced further, by two survivors that got up on stage and told their painful real life story of being sold. The captive audience of 625 people were overwhelmed with sadness.

Outcome

Over one and a half million dollars was raised in a single night.

This contributed to the completion of three orphanages in

Puerto Rico, Bolivia and Guadalajara. And funded the foundation’s first project in the U.S., the Chicago Community Center in Pilsen.

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