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. We reached thousands of people with whom we hadn't had the chance to speak with.

We thought of an action that would lead people to donate directly, that's why we turned the communication into a fundraising channel, so that each product on the e-commerce portals, was an opportunity to receive more money, but above all, made people feel that what they were donating was not that money, but food for someone in need

We spoke to the main e-commerce portals in Colombia, and during 3 months we duplicated the photographs of some of their products: ovens, dishes, blenders and more, and were photoshopped to include the food needed by the Food Bank.

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.

Colombia’s rate in child malnutrition is of 13.2% , but in some regions of the country it can reach up to 34.7%. This dramatic panorama has caused the death of more than 300 children in the country. What is worse, the donations through the Food Bank’s different channels have not been the best.