Foundation Hogar de la Divina Misericordia: lentils

This interesting twist on the average charitable print ads around donating clothing for the less fortunate was aimed at driving awareness for Fundación Divina Misericordia in Colombia. Using a simple but yet powerful resource, they leveraged people's favorite brands by exchanging their names for first-need grocery products, enabling the foundation to encourage people through social media, third-party email lists, and print ads, to “transform” their old clothes into basic elements to provide a proper diet for the +400 children, teenagers and elderly residents in the foundation's headquarters.