• Research and data gathering We knew the main problem was the lack of awareness about the Foundation’s donation campaign. We found out they needed to get an airtime equivalent to a 1.5 million dollars media buying to get the response rate we wished for. So we focused on how to solve the real problem: getting the Foundation actual airtime for the first time in their history without spending any money.

• Implementation With help from the major production companies, we shot alternative versions of the ads featured in the videocase.

• Media channels and integration The activation spill over spontaneously since it called the media’s attention, making other brands that weren’t airing any spots join the campaign by donating different media spaces (among them Coca-Cola, Inca Kola and Waze). Even the Peruvian President publicly showed his support.

• Timeline Four months before collection date we turned to the brands that most advertise in Peru and ask them to share three seconds of the ads they were producing and that would be aired during the weeks that preceded the collection.

• Scale We reached 800 million impacts, as much as six massive TV campaigns (Peruvian standard).

• Action/business results – sales, donations, site traffic, achievement against business target The 2016 Peruvian Cancer Foundation donation campaign was the two-week most aired campaign in Peruvian history. Collection of 60% more money than in 2015. $1.6 million in free press. 800 million impacts (41% during prime time).

• Outcomes/awareness - change in behaviour, reach, public opinion, content response Other brands spontaneously joined the campaign donating other media spaces (Coca-Cola, Inca Kola and Waze among them). Even the Peruvian President wanted to publicly show his support.