The World International Day against Cancer goes unnoticed every year in Peru. Due to this cancer patients do not have the opportunity or the means to make themselves be heard to tell their condition and make people get involved with their struggle, and even worse if they are children.

For that reason, for this day campaign, they asked us to increase the digital donations. reaching a younger audience. However, this target is mostly indifferent to the problem of cancer, so we were challenged to find ways to connect with them, move them and make them help us with their donations.

We made influencers and celebrities donate the most important thing they have: Their audience of millions. This way, We gave a voice to child cancer patients from the Peruvian Cancer Foundation, making everyone understand their condition and motivating them to donate by splitting the screen through a double streaming on Instagram combining two faces simultaneously with the new function Go live with a friend.

To achieve a large number of digital donations for the Peruvian Cancer Foundation, we decided to focus on the largest target audience in Peru: Young people, who are connected all the time to Instagram, whose relevance grows year after year in this audience (4.2 million users in Peru). That is why we appeal to celebrities and influencers to donate the most important thing they have: their audience and their reach. To achieve this, we take advantage of the fact that their followers in social networks share their interests, follow their advice, opinions, and lifestyle to directly influence them with a relevant message and awareness that makes them donate.

It all started by contacting the most important celebrities and influencers in our country to give us the most valuable thing they have: their audience of millions and worldwide reach. Then, each of them told their community that they would stream on Instagram on the day of the campaign. On international day against cancer, each of our allied influencers performed an Instagram Streaming in which they joined, with the new function Go live with a friend, a child of our foundation to raised awareness among their followers and asked for their help. Finally, the influencers invited their community to make their donations in their Instagram Stories through a swipe up linked to our donation website. So we managed to raise the funds necessary to continue with the work of the foundation.

We achieved in only 24 hours with 0 investment:

• More than 51 million media impressions

• Conversations about our Foundation increase in 1228%

• We multiply x10 our number of donors

• Average donation of 14$, 120% more than a common day

• Collect in 1 day more than we collected in the last 6 months