The Challenge

FedEx Entrega is part of the FedEx Express social responsibility program, aiming to support education in Latin America through the collection and delivery of books for kids and teens.

Comunicación Corporativa Ketchum not only put the topic on the media's agenda and organized the events, also fulfilled the task of forming strategic alliances in Costa Rica and Panama to facilitate the project.

The Solution

Comunicación Corporativa Ketchum developed an alliance achievement strategy in Costa Rica and Panama. CCK selected as allies some non-profit organizations with the goal of promoting education, celebrities and the media

The Results

In Costa Rica FedEx, the Museo de los Niños (Children's Museum) and the Grupo Radiofónico TBC (TBC Radio Stations) collected new and used books, and the face of the project was Evelyn Ugalde, a recognized costarican writer

As part of the alliances, the venue was free of charge (Museo de los Niños), just like the face of the project (Evelyn Ugalde) and the sponsoring and promoting (TBC Group) and the books

In Panama, FedEx allied with the Bibliobús, part of the National Library. Chery Lewis, creator and producer of the first children's comics called "Las Vacas Lobotómicas" and Raúl Rodríguez, communicator, also supported the initiative.