Searching For Hearts

Background

Despite the fact that Peru's economy is growing, there was a growing trend of indifference in the country towards charities. The Peruvian Cancer Foundation had needed to raise 1 million soles (US$380,000) annually but since 2010 had raised only 700,000 soles (US$260,000) per year.

The task, then, was to reverse this mindset and soften hard hearts.