After activating the campaign within Penal Castro Castro, we uploaded to YouTube and utilized true-view and in-stream ads to generate viewership and conversations. Just 4 days from running the original video, we activated on prime-time news programs showing the dichotomy of the prisoner’s situation and their crusade to still give back. This was our media budget- only US$6,500.

Our strategies were to maximize our clients’ ad spend by capitalizing on earned media. Through TV, radio and OOH further we drove the campaign. After live mentions, interviews, press releases and digital spread, Peru was able to find it in their hearts to contribute. As more money was generated, the continued hype nation-wide spread, causing a positive domino effect within the market.

This year far exceed the foundation’s expectations. The campaign raised $300K for the Peruvian Cancer Foundation, which was 33% more collected than in the previous year. In total, 2,485 inmates committee to the cause, driving donations nationwide. With a US budget of $6,500, we were able to secure earned media valued at US$351,203. This generated yield of the amount invested in the action: 5,403%. Money doesn’t equate to the change that was made; Peruvians found it in their hearts to give to others truly in need and the country forever changed their view of even the hardest of hearts.