Tell Chile that some of its students, the poorest, study a career unlike the rest with a schedule from Monday to Friday, 5am to midnight, with a full course load that includes the same subjects that other students study, but also includes additional subjects, such as Domestic Violence 1, a class in which their own parents teach them a lesson, or Drugs 4, in which they have to learn to say No to the Present and Yes to the Future, or Hard Labor, in which they have to sweep the floor, so that one day they don’t get swept away.

Execution:

The message was spread in Chile through the support of Twitter ambassadors and then on YouTube in three teaser videos, which talked about how in Chile students study the Toughest Career in the World.

Later, a YouTube video was released, which was supported by Facebook and Twitter ambassadors and appeared in the mass media as news, which revealed what the Toughest Career in the World really is (as explained earlier). Then, student documentaries were uploaded.

Thanks to all of the fuss about the campaign, the Foundation was invited to mass media events, such as television forums, which allowed us to spread our message to all of Chile.

Then the second part of the campaign was launched, at which time people were asked to donate micro-scholarships of 60 dollars or more to help keep students who are studying the Toughest Career in the World from dropping out and thereby break the cycle of poverty.

The country didn’t know Fundación Puente, wasn’t familiar with their work, and wasn’t familiar with the campaign. We got more than 290.000 people to watch the Foundation’s YouTube channel in the first month and we got more than 300 subscriptions, which means that the message and the organization’s work were understood. When the campaign went viral, it reached the mass media and thus the whole country.

The foundation’s partners grew by 800%.

The Hardest Career in the World was a Trending Topic within a few hours, getting almost 1 tweet per second and increasing followers by 2,000% on social networks.

(Facebook, Twitter, website)

But most importantly, the historical donation was quadrupled, which meant that the whole country worked together to help thousands of students escape the cycle of poverty…the vice of poverty.