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.

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 strategy was to turn each product of an e-commerce, into an opportunity to donate and make people feel that what they were actually donating was food and not money.

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 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 in order to include the food we wanted people to donate within each purchase. Therefore, we showed them that apart from buying a product for their own homes, they could also help out another home.