Through the “Plan Padrino" (The Sponsor Plan), Colombianitos Foundation aims to provide educational and recreational support for socially disadvantaged children in Colombia.Challenge: Increase number of sponsored children by 10%. We had to make it BIG, understanding they had $0 advertising budget.

Strategy: Use our solid media relations to convince the leading media owners in Colombia to support us with free spots and air time.

Results: - More than 70 media inserts including TV, radio, newspapers, magazines, outdoor and digital supported the “Plan Padrino” campaign.- We raised more than $US 700,000 in free spots and air time- We increased by 13% the number of sponsored children in only four months.

In order to make it big, we launched the campaign during the XVI Advertising Congress in the beautiful city of Cartagena on the Caribbean coast of Colombia.

In the presence of our most important clients and some of the most influential people around the media and advertising business, we unveiled the campaign and asked for their support.

We made it impossible for them to give us NO as an answer, when we brought a group of actual Colombianitos to the event. They touched everyone's hearts and surprised our guests with a musical show and a soccer display. A vivid example of what they've learned while being sponsored in the "Plan Padrino."

More than 70 media including TV, radio, newspapers, magazines, outdoor and digital supported the PADRINO PLAN campaign by donating spots and free air time to support the broadcasting of this campaign.

We managed to raise more than $US 700,000 in free spots and increased the number of children within the PLAN PADRINO program by 13% in only four months. It is now demonstrated that when the world of advertising and media come together to support a noble cause, the results are unprecedented.

We will keep using our solid media relations to become active change agents in our country.