Amount collected: Thanks to the support of all Peruvians, the League Against Cancer managed to raise more than 2,500,000 thousand soles in a record time of 2 days, a historic figure never before achieved by institutions that fight against cancer. Background and context: The League Against Cancer carries out its national public collection every year, a charitable activity of fundraising that invokes the population to donate, during two days, so that the institution can continue carrying out actions of prevention and detection in favor of the people more vulnerable. Despite the high incidence of cancer in Peru (more than 60,000 new cases and 40,000 deaths a year), never before had a crusade unite all Peruvians, in Peru and abroad, in the fight against the disease. To do this, the League Against Cancer created the campaign “La Liga Somos Todos”, to promote the participation of all Peruvians, regardless of the place or country where they were. Aim: Raise 2,000,000 soles in 2 days, so that the institution continues carrying out prevention and cancer detection actions in the less favored population, and thus reduce the high incidence of cancer in Peru. Strategy/Tactics: We involve all media, proposing that they be the main leaders and promoters of this crusade and that each one choose its maximum leader to represent it before public opinion, an action never before done in Peru to raise funds to prevent cancer. We invite the President of the Republic and all his Cabinet of Ministers, in addition to the municipal and regional authorities of the country to join the campaign. For the campaign to transcend the world: we get the collaboration of the embassies and consulates of Peru in the world, as well as communities of Peruvians abroad, getting thousands of Peruvians from five continents to join. We convinced recognized celebrities to be spokespersons for the campaign. A virtual donation platform “The Virtual Can” was created which was inserted in the main Web pages. Costs and returns: More than 100 media nationwide joined and committed to the campaign. More than 1200 ads ran for free that represented a savings of $ 500,000. More than 1060 publications in media that represented a saving of more than US $6,805,583. More than 500 authorities, influencers, media, companies, public and private institutions, joined by spreading content in their social networks. We managed to be a global trend 4 times with the hashtag #LaLigaSomosTodos (#WeAllTheLeague). Thanks to the support of all Peruvians, the League Against Cancer managed to raise more than 2,500,000 soles in a record time of 2 days, a historic figure never before achieved by institutions that fight against cancer. We learned that a communication campaign with clear messages from the beginning, achieved the participation and collaboration of a whole country that seeks to reduce the incidence of cancer. [Figure: see text]
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