This was the best media channel possible to do the idea, because Instagram is the platform where people share their perfect lives, and it's there where we had to impact them. A series of outdoor media, an a PR plan supported the idea to direct people to the account.

Every follower turned into someone who broke indifference. Also through this social network they learned how to make food, money or clothes donations. The more followers we had, the greater the resources that would contribute to the sponsors. Within three months, "The Forgotten by Society" have started to be a part of the everyday life for more than 15,000 young people, surpassing the barrier of indifference and increasing donations to the Salvation Army in over 45%. Currently the Salvation Army wants to replicate the movement in other countries.