For many years, the Peruvian Cancer Foundation based its communication on showing the terrible situation of children with cancer. This moving image no longer had the desired impact on people who, over the years, appeared increasingly indifferent to the purpose of the fundraising drive.

So the decision was to attack the main problem: indifference.

So if people on the street had hardened hearts, the solution was to show them that even the hardest hearts of all could be moved to join in this cause. Where are the hardest hearts of all? In Peru’s most dangerous prison.

This is how the idea of contacting the inmates of Castro Castro maximum security prison and asking them to help by conducting their own fundraising drive in the prison.

The success of this action would be a surprising wake-up call to the conscience of society and serve to make people reflect on their own indifference.

The first step was to meet with inmates at Castro Castro, Peru’s most dangerous prison, and propose that they help us by conducting a fundraising drive in the prison.

Once they had agreed to help us, we would go to the prison to document the action.

On the day the fundraising drive was held, the 2485 inmates contributed en masse, participating in an amazing act of solidarity.

The action went viral and immediately caught the attention of major media outlets, making it national news.

The implementation of the campaign had a total cost of $6,500 USD, and when it made the national news, free media coverage valued at $351,203 USD was obtained.

With the fundraising drive, 33% more money was collected than in the preceding year, far exceeding the foundation’s expectations and setting a new record.