We had to increase a 35% of the Food Bank’s online donations during the first trimester of 2015 and lower the rate of children being stricken by hunger. Also, we had to reach out to people who were not aware of the work done by the fundraiser and who had never visited their website before.

The idea was thought so with a little retouch, we turned each product in e-commerce portals into an extension of the Food Bank’s site, into an alternative channel to receive donations.

With just a bit of Photoshop, we achieved to increase the amount of online donations higher than ever in the history of the Food Bank; 118% higher than last year's trimester and over 40 tons of food were delivered to 32,691 children suffering from malnutrition.

We spoke to some of the main e-commerce sites and asked them to duplicate the photographs of their products, the same photo, but with some food in it. Therefore, all of the online shoppers could choose to either click on the "ADD TO CART" or "AID TO CART" button and donate a small amount of money which later would become food. The campaign ran for three months in one of the country’s most visited e-commerce; the Exito group.

Men and women between the ages of 25 and 40, living in cities with a population of over 100,000 residents, who usually shop and make their purchases on the Internet, and even though they are constantly connected, they do not know the work done by the Food Bank, nor its donating website.

Instead of creating an advertising piece or a more appealing site to solve the necessity of the Food Bank; we converted each product of an e-commerce, into an extension of the Food Bank, into an alternative channel to receive donations.