In Colombia more than 40.000 kids are on the streets, exposed to gang violence, drug abuse, and force labor, but there are a few foundations that are making a difference to help these children, one of them is Tiempo de Juego in Cazucá, Colombia, a foundation that encourages them to use their free time on a better way, coaching them football and reinforcing healthy habits, but Tiempo de Juego rely on donations to subsist, and donations are temporary.

How can Davivienda Bank, a pioneer on new technologies help with this problem?

Davivienda Bank as a new technologies pioneer wanted to navigate the web3 with a purposeful initiative, but that world is still unknown for most Colombians, so the challenge was to drive people to new technologies and making it with a big purpose behind it, showing them the vast possibilities of NFTS and crypto art in a relevant way.

With Never Ending Donations Davivienda Bank took the NFT business model and turned it into a donation model in perpetuity, offering a permanent source of income to Colombian foundations whilst showing a new side of NFTS to the Colombian audiences.

NFTS frenzy caught the world by surprise, suddenly a market of 40 billion dollars was irrupting into the tech world and the advertising world went along, like in every part of the world Colombians were also eager to purchase and own their first NFTS, but brands weren’t making enough impact to lead on the crypto art for Colombian audiences.

Davivienda Bank wanted to lead this movement but with a big purpose, so it changed the way Colombians saw the NFTS, from an extravagant commodity to a source of financial aid for a good cause, altering the digital contracts of a large collection of NFTS and giving a percentage of every transaction to Colombian foundations.

Turning a business model into a perpetual help for vulnerable children in Colombia whilst giving the opportunity to Colombian audiences to own their first NFT.

On November 18th we launched NON-FUNGIBLE TALENTS, a collection of 270 NFTS by SoyFira, Norella Magdaniels, Valentina Aristizabal, Gabriela Orozco, Kelly Llanos and Estrujamentes among other renowned Colombian crypto artists.

Then we exhibit the collection on Davivienda Bank’s gallery on Decentraland, and through a communication campaign that included Instagram, tiktok, twitch and youtube as their primary touchpoints we offered the NFTS to the public.

All the NFTS were delivered on the day of the release, the web site landing where we taught people how to get their NFT with demos received more than 275.000 visits in 24 hours. The overall campaign reached more than 26 million people re directed throughout all the media campaign, that’s more than half of the Colombian population.

The campaign finished a few days before Christmas eve, but the NFTS made by the crypto artists are still being sold and purchased on Open Sea.

- 275k visits on the campaign website in 24 hours.

- All 270 NFTS were delivered the day of the release.

- 26 million of Colombians were impacted by the campaign.

- We changed the perception of NFTS in Colombia, from an extravagant commodity to a source of financial aid for a good cause.

- According to Kantar, the brand health increased +4