Instead of pleading for money like other organizations, we wanted something simpler. We asked people to replace their Twitter’s profile picture with an animated gif which turned into a huge chain.

And then, for every person who joined the chain, the bank donated money.

Would you dare to break a chain if it helps others?In 2 days, we made thousands of people change their profile picture. This made their followers change it too. People wanted to help because it didn't cost a thing and they could join the cause by donating their influence on Twitter.

#bancodebogota and #todosporlateleton were trending topic in Colombia.

Social pressure worked. Just using Twitter power we accomplished 30% of colombian users to reconsider: Teleton is worth it.