Last year, Teleton didn’t reach its goal of 2 million sales.This year, the challenge was to find the way to reach it.We discovered that the formula "give pity, then ask for help" was an invention of advertising and not a reflection of what the kids really wanted: to share their joy.

We needed to change that way of thinking to reach the goal in 2010.

Based on the concept “CHANGE PITY FOR JOY”, we decided to focus our attention on the very same objects that cause people to pity the kids: their heavy wheelchairs and cold crutches. The team formed between the agency’s creative team, plastic artists and the handicapped kids replaced the fragile crutches for strongly built arms and the restraining wheelchairs for fun vehicles of play.

- The activation and TVC had more than 11,000 fans in the first 48 hours.- Plenty of mass media covered the event and the total amount of money raised was 3,346,008 soles.

- Teleton surpassed the goal by 67%, but most importantly, the idea generated a change in the attitude of all peruvians, and from now on, they help with a smile.