Insight
Every year, the Peruvian Cancer Foundation conducts a fundraising drive entitled “Put Your Heart into It” (Ponle Corazon), which aims to raise money for children with terminal cancer. However, since 2009, less and less money has been collected and the campaign hadn't met its goals. In this context, it is increasingly difficult the possibility of caring for the sick of this terrible disease. It was a shocking campaign needed to reach the hearts of each of the Peruvians.
Strategy
BPN found that Peruvians are indifferent to all kind of fundraising and have hardened their hearts. In addition, it is increasingly difficult to get free ads media. The agency had to address the campaign directly attacking the problem: the indifference of the people through an innovative, controversial action that generates an impact on society and the media.
It wanted to take a different approach by inspiring people to shift their indifference to compassion. It wanted the people of Peru to recognise that giving can occur with anyone - even the most unconventional of hearts. To kick-off this year’s efforts, BPN targeted the most unsuspecting of places and people -Penal Castro Castro, one of the most dangerous prisons within the country.
It thought: if the hardest hearts in Peru could find inside themselves to give, perhaps the entire nation have the same spirit of collaboration.
Execution
BPN had to put meaning and media behind the idea to generate the desired buzz and inspire a nation to make a social change.
After activating the campaign within Penal Castro Castro, it uploaded to YouTube and utilised true-view and in-stream ads to generate viewership and conversations. Just four days from running the original video, it activated on prime-time news programmes showing the dichotomy of the prisoner’s situation and their crusade to still give back. This was the media budget - only $6,500 USD.
The strategy was to maximise the clients’ ad spend by capitalising on earned media. TV, radio and OOH further drove the campaign. Live mentions, interviews, press releases and digital spread, Peru was able to find it in their hearts to contribute. As more money was generated, the continued hype nation-wide spread, causing a positive domino effect within the market.
Results
The campaign raised $300K for the Peruvian Cancer Foundation, which was 33% more collected than in the previous year. In total, 2,485 inmates committee to the cause, driving donations nationwide. With a US budget of $6,500, it was able to secure earned media valued at US $351,203. This generated yield of the amount invested in the action: 5,403%. During seven days it integrated the media with a single goal: Searching for hearts. Money doesn't equate to the change that was made; Peruvians found it in their hearts to give to others truly in need and the country forever changed their view of even the hardest of hearts.