In Chile, there are almost 500 children who are diagnosed with some type of cancer every year. But there is a lot of ignorance by people and resourses are limited since this disease was not present in the country´s public health agenda.

In this context, “Fundación Nuestros Hijos” Works so that more children and adolescents can receive the best treatment possible, always looking to reach more people and obtain more funding.

That is why this campaign sought to reach more people to make childhood cancer more important at a national level among different actors in the community and achieve new ways of financing.

The story of Tomiii11, a YouTuber boy with brain cancer, managed to move the whole world, reaching more than 10 million subscribers on his channel.

Some time later, Tomiii11 passed away, so we decided to take over his channel and its subscribers to transform it into his last legacy: We turned 11 children with cancer from the “Fundación Nuestros Hijos” into new YouTubers, in the same place where Tomi used to tell his stories, his house. And like Tomi, they generated content, and at the same time communicated a message transforming his channel into a new platform to raise awareness and finance treatment for childhood cancer.

This PR strategy is born after an organic PR story.

After the death of Tomás Blanch, his YouTube channel “Tomiii11” became inactive.

For this reason, we brought his channel and its more than 10 million subscribers who were still there back to life. We created a new support platform in the same channel, but now with 11 new children with cancer, who told their stories from the same place Tomi started his own: His house.

“Fundación Nuestros Hijos” created a legacy of awareness and founding for the treatment of thousands of kids with different types of cancer, making relevant a channel that had been forgotten, so that we could reach the largest amount of people and users of social media: Influencers, celebrities, but the most important, politicians that could put this issue over the table to amplify the message and achieve concrete help.

On February 11, 2022, we launched the campaign teaser, which was the first video uploaded after his death, briefly telling Tomiii11´s story and introducing the children who would be part his legacy.

And on February 15, on International Childhood Cancer Day the campaign started. Throughout two months, we presented 11 videos of children who told their own stories in the same place where Tomi fulfilled his dream, the same desk in his own house, which were broadcast on Tomiii11´s YouTube Channel and on “Fundación Nuestros Hijos” digital platforms. Managing to generate millions of positive reactions from people, influencers from around the world, television faces and even the President Of Chile and his government.

“The Legacy Of Tomiii11” managed to touch the hearts of Chile and the world, which translated into more tan 25 million impressions, more than 11 million views and more than 1.2 million dollars in free media.

In addition, Tomiii11´s YouTube Channel became the 4th most popular channel in Chile and achieved a total of 858.000 playback hours on social networks, which were monetized, achieving an extra 58% of annual financing for the treatment and rehabilitation of thousands of children with cancer.

A campaign that reached the new Chilean Government of President Gabriel Boric, who through a statement placed childhood cancer on the political agenda of the Ministry of Health though Minister Begoña Yarza.