A group of volunteers from the Foundation gave a mobile phone to several homeless people. And on the same day, at the same time, invited them to upload their selfies to Instagram in real time. With no tricks and no artifices. Just their reality.

For the success of this strategy, we have to focus all our efforts in one action. Because of that, we coordinated the actions to take place the same day at the same time, and asked different homeless people to upload their selfies to Instagram in real time.

• During the first week, the campaign became trending topic on Instagram and Twitter very organically

• The number of followers of the Foundation grew at 56% and the engagement increased 133%

• The brand awareness reached 62,5% v/s 9% previous to the campaign

• It had strong presence on all national media and even the Government talked about it

• The Foundation gained 23% of new partners, to continue fighting the poverty and the addictions