With the aim of raising donations for the fight against cancer, the Peruvian League Against Cancer undertook an action on the streets using three actors, who went out to share their "personal dramas" related to this illness, asking people for their contributions. The stories they were telling were actually the plots of three Hollywood movies about cancer, which made millions of dollars: Sweet November, Stepmom and Biutiful.

Most people paid no attention to our actors in their roles, which was when they received cards reproducing a poster of the abovementioned movies, including the following text:

“This is the plot of Sweet November, a movie that made US$ 65 754 228.

Cancer in fiction collects millions. In real life, we haven’t been as lucky yet.

Make your donation into the following accounts.”

We needed a powerful idea to motivate Peruvians to become interested in the cause again and support it. So, in a category where all had been said and done, we found a truth that was not only very powerful but that had also never been utilized.

A fresh angle to talk about cancer that made a positive impact on our target audience, achieving very good results.

The action was carried out in different locations for a month. In addition, these reactions were recorded and broadcast on TV and social networks, together with the account numbers to make contributions. With a low-budget idea, donations increased by 46% in comparison to the previous year.