BRIEF: Enrol more companies as members of UNICEF Chile through a low budget campaign generating awareness about child labor. IDEA:We sent data-based personalised e-mails to important executives who make the decisions in their companies, with the subject: Friend seeks a job.The email had an attachment titled "sum." To their surprise, the person seeking the job was a child. Then, we invited business executives to work for children's rights by becoming members of UNICEF.RESULTS:Surpassed any forecast! This mail had an amazing exhibition on the net and UNICEF achieved a 64% increment of company memberships in less than 3 months.

Having defined the strategy, we thought how we could create the most impact amongst people. For that we used the classic code “EMPLOYEE OF THE MONTH” with which companies congratulate their outstanding employees. In this case though, the “employees of the month” were children. The irony of the message's placement caused the desired effect the campaign was looking for.

It surpassed all expectations. Unicef’s company memberships grew by 64% in less than 3 months, confirming the effectiveness of the idea and justifying the relation between the low-budget we had and the big results we achieved.