Situation

Casa de la Amistad is a non-profit institution that supports children with cancer from low-income backgrounds. To sustain itself, it relies on donations from the public. However, Mexicans often refrain from donating because they are unsure about the destination of their donations, having been deceived by other institutions in the past.

Brief

To encourage donations, we needed to show people in real time the impact of their donations: the future of children with cancer.

Objectives

Our goal was to raise awareness among millions of Mexicans and, most importantly, to save the lives of hundreds of children in Mexico and increase life expectancy in the country.

We showcased the future in the present so that people could see in real time what they were donating to through a series of live podcasts on the channel of one of Mexico's most important key opinion leaders. We presented interviews with prominent figures who will change the history of Mexico, but who are actually children with cancer in the present.

Insight:

Influencers love to stir up buzz about impactful news. This time, they did it about personalities that don't even exist yet, but could with people's support, sensitizing everyone to a universal insight: All children dream of being someone in life, someone who might even change the world.

Key Message:

Under the concept "You Build Their Future," we invited people to be more than just donors; we encouraged them to become part of the story of children with cancer who dream of being someone in the future.

Target Audience: Our campaign aimed to reach as many Mexicans as possible to impact millions of people, mainly to the ones who lost any hope in donations.

Creation and Distribution of Assets:

Once the content was launched on Martha Debayle's channels, one of Mexico's most important Key Opinion Leaders, influencers took the original videos and showcased their genuine reactions, inviting people to donate.

First, we created anticipation through a teaser posted on Martha Debayle's social media channels, one of the most important key opinion leaders in Mexico, inviting them not to miss her live podcast with a Mexican who won the first Ballon d'Or.

People were amazed and attended the call, watching the live podcast later on Martha Debayle's YouTube channel. During the live streaming, it was revealed that the interviewee was actually a child with cancer in the present. Hundreds of influencers, media and the general public genuinely reacted and were moved to donate or encourage others to donate.

The entire live video podcast was uploaded as a video on Martha Debayle and Casa de la Amistad's channels, generating unprecedented media impact.

Subsequently, three more interviews were conducted, which garnered even greater amplification on social media and went through our initial objective by boosting donations and awareness of Casa de la Amistad.

We reached more than 5 million people on social media.

We obtained over 1 million views.

There was an increase of over 70% in historical donations to the institution.

More than 1000 of lives of children with cancer were saved, giving them the chance to have a future.

#1 trending topic in Mexico for 3 consecutive days.