Last year, Teleton didn’t reach its goal of 2 million soles.This year, the challenge was to find the way to reach it.

Based on the concept “CHANGE PITY FOR JOY”, we decided to focus our attention on the very same objects that cause people to pity the kids: their heavy wheelchairs and cold crutches. The team formed between the agency’s creative team, plastic artists and the handicapped kids replaced the fragile crutches for strongly built arms and the restraining wheelchairs for fun vehicles of play.

The activation and TVC had more than 11,000 fans in the first 48 hours.Plenty of mass media covered the event an the total amount of money raised was 3 million 346 thousand 8 soles. Teleton surpassed the goal by 67%, but most importantly, the idea generated a change in attitude in all Peruvians and from now on, they help with a smile.