For years, the fundraising campaign "Ponle Corazón" has appealed to people's solidarity. However, this year we needed to surpass the donations from previous years, so we decided to explore an unexpected approach. We tapped into the "hater" side of people, Everyone hates cancer for the pain and suffering it causes, and the devastating impact it has on individuals and their loved ones.. And thus, our campaign was born: "Let's be cancer haters."