“BEST OF AMIN” NOMINEE FINALIST: HACIENDO LIO “DAME ESOS 5″ CAMPAIGN BY DI PAOLA LATINA
Only 10 months after saying farewell to the 2 argentine pesos bill because of inflation, the government had to do the same with the 5 pesos bill. And as nearly no one would make the effort to go to the bank and change their 5 pesos bills, HACIENDO LIO, a NGO that fights for a better education, came to rescue them.
diPaola Latina introduced “Dame esos 5” campaign, which means “give me 5”.
Because giving a hand means a lot and costs a little. They began collecting with boxes all over the country, and many companies were then supporting. Then, there were hundreds of artists all around Latin America that customized 5 pesos bills, to let everybody know that the 5 pesos bill could worth much more. And even celebrities helped to make it bigger.
The goal was to double size the previous campaign “Todox2pesos” (Everything for 2 pesos). This new campaign tripled it in celebrities, media, donations and public. And it quadrupled in artists. And it quintupled in customized pesos bills.
The campaign resulted in a total of 166 influencers 101media 76.930.300 social media reach 2.600.000 donations 820 artists 1900 customized pesos bills 32.110.000 earned media. Besides of the outstanding reach of the campaign, Palermo pubs served beer for 5 pesos and people even made an Instagram face effect. In full pandemic, they managed to change 500 customized pesos bills for food kits. An art exhibition and online auction for more than one thousand 5 pesos bills that worth nothing and were renovated in coveted master pieces is in preparation, and the money collected will be even bigger.
This is how they turned the Argentina’s devaluation into a beautiful project to help the ones in need.