‘Collect Inside the Prison’ - Peruvian Cancer Foundation works with Castro Castro inmates in new film
The Peruvian Cancer Foundation decided to do something drastic after failing to meet its fundraising targets for the past three years.
Working with Mayo Draftfcb Peru, the agency behind the water-generating billboards set up in Peru, they created a two-minute film which involved some rather unlikely ambassadors – the prisoners of the infamous Castro Castro Penitentiary.
A representative from each pavilion in the prison was shown a video of children struggling with cancer. They were then given a small collection can and asked to try to raise funds among the prisoners, which they did. Those who couldn’t donate money gave handmade gifts.
News of the prisoners’ gestures spread throughout Peru, inspiring others to help the charity.
In the end the Peruvian Cancer Foundation broke its previous fundraising record.
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