Our purpose was to make a Corporate Responsibility campaign for Kasperle to create awareness in the population regarding a problem that comes from many years ago and continues to accentuate.

In order to get a complete perspective of the problem, we worked using studies of social behavior, which conclusion was that Guatemalan society coexists with social problems and insecurity that slowly have created a sense of adaptation to them.

This modification of behavior creates a tendency toward indifference. It was necessary to implement an idea that would generate a different impact from anything seen before, addressing a new perspective.

In Guatemala over 1,200 children disappear each year; more than 3 per day.

They are victims of illegal adoptions, sexual slavery, organ trafficking, and labor exploitation. They disappear leaving their families, friends and even their toys behind.

Because when a child disappears, he/she leaves an orphan toy.

Kasperle, the toy store that knows more about toys in Guatemala, was the only one that could help those toys to get their children back.

We created a toy march to protest peacefully against the disappearance of children in the country.

Toys march by Kasperle.

Thousands of toys took the main street of Guatemala and marched under the slogan "A missing child, an orphan toy."

Each toy carried a banner with a photo of a missing child.

We launched “jugueteshuérfanos.org”, where people can find information on every missing child and collaborate sharing their pictures and information on social networks

We made a call to media, activists and general public, imitating the strategy used to call peaceful marches in Guatemala.

On September 20th, we blocked one of the most important avenues of the city and divert transit imitating a peaceful march. Then, we installed mobile platforms in the entire street, and over a 1,000 toys bearing a banner of each missing child in the country were on the platform.

The march was led by toys of missing children and the slogan: "A missing child, an orphan toy”.

Toys marched alongside the leading media in the country, families of missing children, opinion leaders, politicians, UNICEF, representatives of President's Office and the Secretariat of Social Communication of the Republic of Guatemala, and more than 12 social organizations.

We launched “jugueteshuerfanos.org”, which provided for the first time in Guatemala a centralized search system that unifies allegations of missing persons and information.

1.5$ million in Free Media. News was on the cover of two major newspapers of the country: Prensa Libre and Siglo XXI. Notes regarding the march were issued in Prime Time of the most important TV channels of the country: Canal 7, Guatevisión, Azteca TV and news continued three days following the march.

12M of prints in Internet. Each picture of a missing child to related news or originating from the web, was shared more than 200 times.

According to a report from the Secretariat of Social Communication of the Republic of Guatemala, one week later, more than 50 children returned to their homes.

Thanks to the impact obtained, the Secretariat of Social Communication, under the President's Office and other associated organizations, among which is UNICEF, decided that the march of the Toys be established as an annual event to be held as reminder of missing children.

Kasperle has always been characterized by a range of products that stimulate the imagination and creativity, but in Guatemala, childhood is in great danger.

Over 1,200 children disappear each year; over 3 per day, leaving their childhood behind forever.

A PR action with high level of human content was necessary to sensitize a society that had become indifferent to this problem and to unite under the same event and the same motto, each of the parties responsible for combating disappearances (media, government, social organizations, opinion leaders and the community) in order to create a fully integrated and efficient work.