People in Mexico are not used to a documentary format; however, the empathy to this work has been very high with over 1 million views and positive comments.

Due to business conflicts beyond our control, the brand does not have access to advertising in any TV channel of Televisa, the biggest group in the country; hence, the campaign was implemented in digital and cinema. .

Not knowing how long it would take the elderly to learn, we made a tentative plan knowing it could change. Our main goal was not to make an add, but to create a program in which people really learned. Lessons were thought to last one hour and a half per week for one month, in some cases and depending on each person, this number varied.

Being this an awareness campaign, the goal was never to make a profit. However, the video got the following views without any paid media:

almost 2,000,000 views

All of this was achieved during only 1 month on air.

Also, as a result of this case, the campaign became a program that will be implemented in different universities that will visit retirement homes.