We decided to involve different celebrities, recognized for their involvement in this kind of social cause.

We shot Internet spots with them, in which our celebrities appeared with obvious wounds, causing a great visual impact. They showed in their skin that "great injury" and they asked for help to heal it.

This was reinforced with an impactful mailing to Spanish opinion leaders, bloggers and journalists. The mailing consisted of a box inside which there was a mirror. On this mirror we created a realistic-looking wound so that the person appeared to have a terrible wound in the face.

The campaign was a success. The initial objective wast to raise 1 million €, and the current result is over 2 million €. The fundraising goal for online shares was 104,000€, and the current amount is reaching 143,582€. As the emergency still exists, the campaign is still working and raising .

Furthermore, the initial online campaign achieved other objectives such as media visibility, brand awareness and synergies with other touchpoints (telemarketing, bank accounts, etc…)