This project started with a lofty goal: LIMA (Licensing Industry Merchandisers’ Association)set out to raise $1 million dollars for the Children’s Brain Tumor Foundation (CBTF) in 2013 and $5 million over the next five years. It’s all part of the association’s LIMA Cares program.

To help raise awareness and donations, Parham Santana partnered with LIMA and CBTF to spread the word about this worthy cause. We quickly focused in on the childhood brain cancer patients who manage to smile in the face of big challenges. These heroes inspired the campaign theme “Save the Bravest.”

This slogan appears in trade ads alongside heartwarming pictures of young patients. We also created a LIMA Cares logo that appears on the print ads and online. Through the spring, the project had already raised $300,000, putting it ahead of schedule to hit this year’s $1 million goal.

The money raised by LIMA Cares will help support research to develop treatments and cures for kids with brain and spinal cord tumors. Since 2004, LIMA and the licensing community have raised $3.7 million for CBTF. Track this year’s donations and find out how to get involved: www.licensing.org/about/lima-cares/