Young people between 18 and 24 years old are more skeptical and demanding when it comes to the authenticity and transparency of organizations. They seek NGOs that are clear about the use of their resources and the impact of their activities (Tufts University, 2020). We need them to commit to IDA21, raise their voices, and become ambassadors. In this way, they will pressure their countries' politicians to increase investment or unite their countries. We must act immediately, as 2024 is a year where 60 countries will hold elections. We need commitments and aid for the countries benefited by IDA21.

Young people require organizations to be transparent and truthful. Globally, we have seen cases of foundations or organizations misusing the money given to them, for example, in Chile. Therefore, transparency is essential for this audience. Additionally, according to a study by Finalta by McKinsey conducted in 2024, this audience is also the most active when it comes to using digital banking platforms (web and app). So, we ask ourselves: how can we be truly transparent with IDA21's funds? Without lies, without hidden things, but at the same time teaching young people about the program in a dynamic, groundbreaking way and in their language. This is where our partner Banco BICE comes into action. A leading Chilean bank in innovation and security in Latin America, it has positioned itself in the market through the trust it generates in its clients.

We generate a different strategy from what we usually see in marketing. We start by leaking the bank account data of IDA21. This element is key in the strategy, as it generates expectations and curiosity in the audience. Without a doubt, it is an action that will raise questions not only among young people aged 18 to 24, but also in the media and the very authorities we want to impact.

The leak will be communicated by the World Bank itself on X, to then be spread by influencers. The selection of influencers is crucial, as they are people whom young people recognize, follow, and believe in. Subsequently, young people with the key would log into the account and realize that it is an IAD campaign. At the first moment, they will receive a message inviting them to discover the project.

We generate a non-functional bank account (no money can be transferred) for IDA21 together with Banco BICE. In this account, we place all the information that we generally find in a bank account: transactions, credits, investments, education, and much more. Here, young people will be able to navigate and discover real-time information about IDA21. The contributions from countries, the credits granted to beneficiary countries, education about the program, among others. But to make this account known, we did it in a different and groundbreaking way. We leaked the username and password so that people can log in and discover all this information.