According to this new case study video from the Peruvian Cancer Foundation and agency Mayo Draftfcb Peru, in recent years, the organization’s annual Ponle Corazon campaign was having trouble raising funds to help sick kids.
People on the streets just weren’t paying attention to the cause, so the PCF decided to tap a different population of potential givers: convicts. They entered the country’s “most dangerous prison,” Castro Castro, and, remarkably, the prisoners responded with an outpouring of money, letters, and gifts. Their charity–and the sheer surprise of seemingly heartless criminals coming to the aid of sick children– sparked a giving revolution. PCF’s “Searching for Hearts” campaign raised more money across the country than ever. As one of the prisoners said, “what started helping the kids, ended up helping all of us, because we realized that we are humans.”