FOR IMMEDIATE RELEASE

Integrated Campaign for the Film "Settlements" by Pancho González

Pancho González, in collaboration with Techo Latam, launched an integrated campaign across Chile, Peru, Argentina, Brazil, and Colombia to raise awareness and funds for eradicating poverty in Latin America through the film "Settlements." The campaign aimed to engage new donors by leveraging the emotional appeal of social media and cinema.

The unique approach involved creating trailers by renowned film directors from each country, showcasing the reality of settlements in Latin America. The trailers were strategically promoted on Facebook, Instagram, and YouTube, and were also featured in movie theaters, urging viewers to purchase tickets on settlements.techo.org. However, upon checkout, it was revealed that the film did not actually exist, prompting viewers to donate the ticket cost to the cause.

This innovative initiative marked the first online fundraising campaign by Techo Latam, successfully tapping into the digital behavior of millennials and leveraging the power of cinema and social media to drive donations. The campaign received the Bronze A' Design Award in 2020, recognizing its creative and impactful approach to addressing social challenges.

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