Turning a simple insight into a brand that helped one home reach another.
After the 2017 earthquake, Hogar Dulce Hogar CDMX connected donated furniture with families starting again—one bed, table and moving route at a time.
80+FAMILIES SUPPORTED
ONE HOME REACHING ANOTHER
Hogar Dulce Hogar CDMX Co-founder & Creative Lead Sep 2017–May 2018 Mexico City
THE HUMAN PROBLEM
A roof gave shelter. Everyday objects made it feel like home.
After the earthquake, some families found another place to live—but many were beginning again in empty rooms, without beds, tables or the objects that hold a daily life together.
THE PRACTICAL GAP
Useful furniture existed. The challenge was getting it to the right home.
We needed a trusted way to find, match, transport and confirm every delivery.
THE HUMAN GAP
Asking for help was hard. Donating without certainty was hard too.
Every word had to feel close, respectful and clear on both sides.
“Dona un poquito de tu hogar para construir el hogar de alguien más.”
THE IDEA
One simple phrase became a brand—and a way for people to help each other.
The brand spoke in the same language as the community: “un pedacito de tu hogar, un cachito de corazón”. Every post offered one clear action, and every delivery brought the promise back to life.
THE SERVICE SYSTEM
Public communication created trust. Messenger became the service layer.
Communication did more than attract attention. It organized a two-sided service connecting donors, families, volunteers, logistics and partners.
01
Public content
Made a less visible post-emergency need understandable and gave people a concrete way to act.
→02
Messenger
Captured questions, offers, requests, follow-up and the information required to coordinate.
→03
Matching
Connected available furniture and household goods with specific, anonymized needs.
→04
Logistics
Coordinated collection, transportation, routes, volunteers and delivery windows.
→05
Delivery & trust
Confirmed that help arrived and turned visible proof into confidence for the next cycle.
Volunteers · Transport · Partners · Storage · Funds · Community attention
VERIFIED IMPACT
Behind every number, a family was beginning again.
80+
families supported
Publicly reported after seven months of operation.
200
registered donors
Public milestone communicated on October 15, 2017.
$24K
MXN raised
49 contributors funded transportation through Donadora.
545
conversations
Documented Messenger threads from Sep 2017 to May 2018.
5,167
messages managed
3,148 incoming and 2,019 sent by the page.
99.1%
documented response rate
535 of 540 incoming conversations received a reply.
3.08 h
median first response
Calculated from documented incoming conversations.
122
public posts
Including 84 videos across the archived period.
SOCIAL EVIDENCE
Every delivery made the promise real.
A bed, a table or a refrigerator was never just an object. It was one home sharing a little of itself so another could begin again.
SEVEN MONTHS OF ADAPTATION
The initiative evolved as the operational problem changed.
23 SEP
Launch & validation
Page, proposition, first content and separate registration paths.
07 OCT
Proof of concept
The first delivery happened two weeks after launch.
15 OCT
Community response
The initiative communicated 200 registered donors.
12 NOV
Funding the bottleneck
MXN $24,000 was raised to increase transportation capacity.
05 MAY
Long-tail operation
The project reported more than 80 families supported.
PARTNERSHIPS + MEDIA
The brand became a shared interface for different kinds of help.
Every partner helped solve something real: fund a route, move furniture, build a bed, open a door or help the invitation reach farther.
VERIFIED MEDIA
W Radio · Triple WADN40Diario Pásala
01
Donadora
Crowdfunding infrastructure
02
Cheil México
Corporate community contribution
03
Chinoin
Moving and logistics support
04
Ferroteca
Handmade beds
05
Proyecto Mazahuas
Toy-donation referral
06
Fundación Gaby
Territorial delivery support
A NOTE FROM 2017
Hogar Dulce Hogar CDMX was one home reaching another.
CHILANGO · 26 OCT 2017
Days after the earthquake, we began with one simple belief: an extra table, bed or refrigerator could help a family begin again. Chilango captured the idea as a match between something one home could share and something another home truly needed.
“Tal vez no podemos conseguirles una casa, pero cuando la tengan podemos ayudarles a reconstruir un hogar.”
I helped turn that belief into a brand and an operation, working alongside volunteers, donors, transporters, partner organizations and the families who trusted us.
