Due to the demographic characteristics of these women, we had to find a different and outstanding way to reach them with our message, therefore we converted thousands of street vendors of fruit and vegetables and their megaphone messages in our medium, we gave them tapes recorded with the fruits or vegetables for sale that day, but this time, the tapes do not only speak of the benefits of food, they also tell housewives that the fruit or vegetable they were going to buy might offer important benefits for beauty purposes, the kitchen and their health, and that all such data were to be found in the New Collectible 'Food for Welfare.'

On February 23rd, the day we launched the collectible, the first issue was sold out, maintaining this level for two weeks. The circulation of the newspaper El Tiempo, that brought inside the collectible has increased by 57% since the beginning of the publication 'Food For Welfare.'We achieve that housewives got interested in the new collectible in a natural and relevant way according to their lifestyle. We make them feel this product was made for them, building a great empathy with thecollectible and as a result, leading them to the point of sale to purchase it.