Guatemala ranks first in child malnutrition throughout Latin America and is 6th worldwide. 75% of children living in rural areas have no calories and nutrients needed for their development.Ironically, people that live in the city have all types of nutrients and calories, creating a caloric imbalance in the country.In 2011 Abbott Laboratories created an initiative to help children suffering from malnutrition, with its various lines of nutritional supplements.We created an activity involving people that at the same time created awareness for the brand: the first race where you could donate the calories that were lost to children who needed them, turning every calorie into $1 that Abbott would donate in nutritional supplements.Over 14,000 people participated in the activity, making it the biggest race in Guatemala and ‘raising’ more than 2m calories. We were able to generate free media nationally and internationally. This activity was replicated in Venezuela and Nicaragua and by the end of 2012 it's expected to be replicated in 3 more countries.

In June 2011 the race was held in Guatemala's famous Avenue, Avenida Reforma'; we first launched a campaign 2 weeks before in order to invite people to participate. People only had to register on the website or the day of the race. At the time of registration people had to enter their weight and distance they would run; software then estimated the amount calories people would burn during the race; they could post the results on their social networks. The calories turned into nutritional supplements that Abbott donated to children with malnutrition. Burning calories was an innovative way to donate.

3,000 participants were expected at the day of the race; more than 14,000 showed up.Our goal was to raise 500,000 calories and the result was more than 2.5m calories, which became nutritional supplements that provided treatment to thousands of malnourished children.Nutritional supplements sales of Abbott Laboratories grew by 60%.The race was widely discussed in social networks.• ‘5K race Calories for Lives’ became the biggest race of Guatemala.• More than $1.5m in free media.

• The project has been replicated in Venezuela and Nicaragua and by the end of 2012 it’s expected to be replicate in 3 more countries.• Thousands of children are receiving treatment with Abbott nutritional supplements.