Social marketing

Campaign: The Toughest Career in the World

Client: Puente Foundation

WPP Company: JWT Santiago

Puente Foundation is an institution seeking to overcome poverty by helping vulnerable young people to complete their education. In 2012, JWT Santiago created a fundraising campaign showing that in Chile, low income young individuals have to deal with a lot more than most. On top of their school work and their chores, many are confronted with domestic violence, drugs and early parenthood. A digital campaign called The Toughest Career in the World was launched to show this reality. In the 24 hours after its launch the YouTube channel received over 45,000 clicks. In one week, it had reached more than 200,000. The campaign also became a trending topic online with politicians, journalists and celebrities joining the conversation. These results helped the Puente Foundation triple its fundraising.