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The Peruvian Cancer Foundation, Mayo Draftcb Peru Search for Hearts in Unexpected Places

From Mayo Draftcb Peru, the agency behind the amazing water generating billboard for UTEC, comes a truly awe-inspiring campaign for the Peruvian Cancer Foundation.

The Peruvian Cancer Foundation was truly in need of help, having failed to reach its fundraising goal for the past three years. This year, they launched their campaign among the prisoners of Castro Castro Penitenciary, the most dangerous prison in Peru. They gathered the representatives of each pavilion in the prison, showed them video of children struggling with cancer, and asked them to raise as much funds among the other prisoners as they could. The results exceeded expectations, and news of the prisoner’s compassion spread throughout Peru, helping the Peruvian Cancer Foundation break previous fundraising records. Perhaps most inspiring is the positive effect the campaign had on the inmates of the prison. But words can’t really do it justice, check out the video for yourself. There really aren’t enough stories like this one out there. 

Credits:

Client: Peruvian Cancer Foundation
ECD: Humberto Polar

CD: Víctor Vélez /Julio Oshiro

Copywriter: Víctor Vélez

Art Director: Julio Oshiro

Account Director: Ricardo Ortiz

Production Company: Tunche Films

Director: José Zelada

Music: La Sonora/Daniel Sacroisky

Client Supervisor: Susana De Los Ríos

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