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Los Héroes Credit Union carries out the annual social initiative “Nuevos Héroes” (New Heroes) with the goal of expanding its reach, encouraging participation throughout their branches and digital platforms, validating the authenticity of nearly one thousand stories received, and promoting its winner.
Since 2016, we have provided communication advice for “Nuevos Héroes”, an initiative aimed at discovering and recognizing individuals who perform extraordinary work for their communities, but have remained anonymous until now. Our focus has been to make these invisible heroes visible, recognizing them at a local and at the national level.
Every year for 9 years, we launch an annual communication and advertising campaign, fulfilling the goal of making these heroes visible. Starting in 2022, we introduced the creative concept “Hagamos visibles a héroes invisibles” (“Let’s Make Invisible Heroes Visible”), which allowed us to better focus the process of searching for and receiving nominations, aligning them more closely with the purpose of the initiative.
With the passing of the years, we have refined the storytelling, improving the process of searching for and selecting stories across Chile, and spreading each stage of the campaign. We amplify the finalists through videos that tell their stories in an inspiring way, deeply connecting with the audience. Additionally, press releases and various reports have turned these heroes into nationally recognized figures.
In 2023, we achieved an 81% increase in applicants and generated a PR Value of $157M Chilean Pesos.
