The brief was to raise money for a program that brings doctors from abroad to perform heart surgery on poor childeren. In 2004, only 70 out of the 600 childeren in the wait list were able to have it done. The budget was USD$ 600. 2x2 inch picture of the wait listed childeren were inserted in banking statements, a turn ticket was stapled to the upper part of the picture. In the backside, you would find a message from the child’s parent. Only 4 days after implementation more than USD$ 62,00,500 were raised. In 2005 more than twice the amount of childeren were able to recieve the operation.
Agency: Pagés BBDO, Dominican Republic.