In 2007, Peru suffered huge earthquakes that affected a great part of its population.The Red Cross needed to raise funds to help the victims of this natural disaster.

Different free distribution postcards were developed using images from the most affected towns. The postcards included a bank account number where donations could be paid in. An important aspect of the postcards is that they were purposely torn to represent the effects of the earthquakes.

A high impact was achieved with very little money. As a consequence of the impact there was an important word of mouth.In the months after their launch, many people contacted the Red Cross offering voluntary work and making donations.Donations increased 23% and the telephone lines of the Red Cross received 44% more calls.