Peruvian prisoners campaign for cancer

After numerous failed attempts to gain support and raise funds for child cancer sufferers in Peru, the Peruvian Cancer Foundation launched an unique campaign inside a prison to spark interest via agency Mayo Draftfcb Peru.

Inmates were inspired after being told and shown personal stories of the children and pulled together to inspire the nation to give generously. Money, handmade gifts and letters of support were sent out to the kids from inside the prison walls and the story spread across the nationwide media.

The case study film above, from Tunche Films' José Zelada, shows the hard facts and tells the emotional story of the Searching for Hearts campaign.