We sent to the financial directors of the largest companies in the country a surprise box with a cake inside. The greatest surprise was that the cake was short of a portion, the size of a bite, as an allusion to the amount represented by 1% of the income tax. A tag together with the cake delivered the message: “1 piece less, 1 more donation. To donate 1% of this company’s income tax to GRAAC is like this cake: the piece, which is not missed, feeds the dreams of the children and teenagers with cancer. Go to www.graacc.org and donate.”

Usually, direct marketing brings out a response of 2%. With this unusual action, we reached in two months a return of 20% of the contact basis, thus transforming the campaign into GRAACC’s communication case.