We partnered with a clothing brand and designed shirts with the essential foods that children need to be well nourished. In each of these shirts we put a QR code that when scanned directed people to the website of the foundation, where they could donate the food of the shirt as many times as they wanted. When people bought it, they committed themselves to a challenge: have someone donate each time they wear it.

We designed 15 T-shirts, each one with a essential food that a child with malnutrition needs and we put a QR code in them that when scanned directed people to the website of the foundation, where people could donate the food of the T-shirt as many times as they wanted. When people bought it, they committed themselves to a challenge: have someone donate each time they wear it.

To reach the largest number of people, we teamed up with People, a young people street wear brand. We did not make a typical campaign for a foundation, we did a fashion campaign. We aligned to People's graphic guidelines and used models and famous people. Our intention was to make a fashion statement to connect with people in a different way. We put banners, posters and POP material in the store and we used our social networks to promote the shirts.

In less than 4 months we sold 18,000 shirts, in 80 stores throughout the country.

Between August and December the transactions on our page increased by 40%.

We managed to raise USD $1,062,635, which helped 51,898 children with malnutrition.

Through fashion we got young people interested in a cause that was not relevant to them before. When people wore their T-shirts they made a commitment to get more donations.