Luum: A New Option for Purpose-Driven Creatives

Peru’s Sacred Valley of the Incas was the first region to host the new festival format for the Luum Awards: a festival that rewards the best of purpose-driven creative and strategic communications. This new festival format proposes traveling to a new destination for each edition of the festival, and volunteering to support environmental and/or...

Discover the Year’s Best Purpose-Driven Creative Campaigns, per Luum Awards

A team of 88 judges, representing communication and advertising agencies, selected the winners of the 96 trophies awarded at Luum 2024. The judges’ panel included Hope Nardini (Global Executive Creative Director, Grey U.S) Sam Haynes (Global Creative Director, Grey London), Bontu Yousuf (Program Manager, Centre for Nature and Climate, World Economic Forum, Switzerland), Francesco...

Divine Intervention in the Sacred Valley

Bringing Education and Wellness to the Children of Niños del Arcoíris When we heed divine callings, we can achieve more than we imagine and become true change agents. That is how the Niños del Arcoíris Foundation came to fruition 23 years ago. Today, the Foundation provides educational opportunities and health services to more than 200...

Just 9 days left before the deadline to participate in the Luum Awards

Just one week before the deadline for submitting cases to the 2024 Luum Awards, we are continuing to receive cases from The Americas, Europe, Asia and Africa, and confirmations regarding participation in our volunteer experience and academic gathering for creatives in the Sacred Valley or Peru. Geneva continues to be the headquarters for the...

Dolls for Development

Dolls are more than childrens’ toys. They are small embodiments of our cultural values, fundamental tools for early childhood development, and can even champion women’s empowerment. In the small village of Andahuaylillas, located in the rural highlands of the Peruvian Andes Mountains, the Q’ewar Project is creating sustainable employment for women through the art of...

Empowering Children Diagnosed with Chronic Illnesses

Fostering Possibility Over Limitation The diagnosis of a chronic illness can be a deeply emotional and challenging time for a family, particularly when it’s a child that is diagnosed. Understandably, parents often want to protect their child from further suffering, which can lead to overly restrictive behaviors or, conversely, a relaxation of household rules. Striking the...

VIDAWASI: The Gift of Health Closer to Home

In June 2010, Jesús Dongo had plans to build a luxury hotel on 14 beautiful acres of property in Peru’s Sacred Valley, but an accident turned his plans upside down. Doctors told Dongo that only a miracle could save the life of his daughter Abigail, then five years old. That is when he promised himself...

Creativity in Action: The True Impact of Publicity

Over the past decade, we have witnessed the rise of advertising campaigns that promote the common good. Brands and advertising agencies have pivoted towards campaigns that address social and environmental issues, but this trend raises a fundamental question: To what extent is this commitment is authentic, and to what extent is it just a...