Cruz Rosa Monterrey: a photographic campaign that turns participation into support

Cruz Rosa Monterrey found a way to raise awareness of a cause and encourage more people to join: the Photo Marathon, an initiative that brings together volunteer photographers and transforms a photo shoot into an opportunity to donate and share the message. The edition discussed on Cierre de Semana took place around World Breast Cancer Day and raised $799,400 pesos, which will be used to provide support to more than 50 women with cancer and their caregivers, according to figures shared in the episode.

The execution has several noteworthy strengths. Participants don't just contribute money: they receive a photograph and a t-shirt, and then help amplify the cause by posting their image and tagging the people involved. In this way, the talent donated by photographers becomes part of the experience and also a vehicle for dissemination. The subsequent communication about the funds raised completes the effort: informing people what was achieved helps maintain the trust of those who contributed.

There's also a lesson in planning. A campaign that relies on volunteers, production, and public participation needs to be coordinated months in advance, not improvised when October rolls around. If you'd like to learn more about the Photo Marathon and hear the team's reflections on creativity, transparency, and communication with those who support a cause, watch the Closing of the Week segment and consider how you can join Cruz Rosa.