In Peru, a fundraising drive called 'Put Your Heart Into It' is conducted to collect money to help children with terminal cancer.

Problem: every year less money was collected, since people were increasingly indifferent.

Idea: If people have hardened hearts, show them that even the hardest hearts can be moved to help children.

This is how the idea of proposing that the inmates of Peru's most dangerous prison, help by conducting their own fundraising drive originated.

The result: 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 US$351,203 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.

Forgetting their rivalries, the prison's inmates joined efforts by contributing money, letters of hope, toys, etc. This action was filmed and went viral, becoming a wake-up call that moved society.

For the first time, Peru's most dangerous inmates set an example for everyone else.