HELPING DOESN’T COST BUT IT COST

LIGA PERUANA DE LUCHA CONTRA EL CÁNCER

The Peruvian League Against Cancer had been falling short of its goals in the national fundraising campaign each year. ​Simply put, people had stopped contributing. In a brief study, we discovered that people were not aware of the medical ​expenses required for cancer treatment until they faced it themselves. Therefore, we decided to actively highlight that ​nothing was free for The League. From the moment a light needed to be turned on or a tomography needed to be done, ​everything had a cost, and these costs were covered by the voluntary contributions from the two days of the fundraiser. ​The message was powerful, and the communication piece achieved its goal.