Juntos Si Liga (We Get It Together)

Amount collected: The campaign achieved that more than 10,000 young people joined “Juntos Sí Liga”, generating that the collection of cans in the street increased by 40% (from S/1.4 million to S/2.0 million soles). Background and context: The League Against Cancer - Peru plans and executes annually its “Public Collection”, which allows to obtain funds to fulfill its mission to educate and prevent cancer in the most vulnerable areas of the country. To collect these funds, it has different collection channels, which the one that generates the highest revenue is the street CANS: statistically one can in the street can collect 3 times more than a piggy bank at a fixed point. Until 2017 , The League Against Cancer - Peru, only had a limited group of volunteers who went out on the days of collection (80% adults and 20% young), and who collaborated sporadically. Thus, to achieve greater collection, it was necessary to increase the number of street volunteers. This way, “Juntos Sí Liga” was created, with the aim of encouraging young people to decide to become volunteers to prevent cancer in the country. Aim: Increase the number of young volunteers during the days of the public collection. Strategy/Tactics: We identified the influencers of the social networks with greater connections to the young people so that they influence their followers to register as volunteers. We also created an advertising spot to call even more participation. Considering that the whole approach would be digital, we relied on 2 registration platform www.proa.pe and www.meunoperu.com . We invited the main universities and higher education centers to be part of the campaign. The social networks of the League Against Cancer served to inform in real time of the activities that were held for the community. Costs and returns: More than 50 influencers and more than 100 celebrities were part of the campaign. More than 2000 publications in the social networks of the influencers, which generated an advertising investment savings of more than US $500,360.60. More than 200 publications in media with a saving of advertising investment of more than US $532,323.30. More than 1.5 million young people reached through the official Web site. More than 100,000 views of the advertising spot. More than 50 study centers joined the fight against cancer. The campaign achieved that more than 10,000 young people joined “Juntos Sí Liga”, generating that the collection of cans in the street increased by 40% (from S/1.4 million to S/2.0 million soles). What was learned: The influencers were powerful allies for the success of the campaign. Thanks to them, the number of young volunteers of the institution represented 80% of the total participants in the days of collection (before they were 20%). In addition, we invited them to understand about the disease and to realize that they can be a key piece in the change of cancer in Peru. [Figure: see text]