Mis Primeros Tres

According to the United Nations (2023) in 2020, 800 women die every day from preventable causes related to pregnancy and childbirth, 5 million children die before their fifth birthday, and 18 out of every 1000 live births die before birth. In Peru, these figures are no more encouraging; in 2021 alone, 439 women died during pregnancy or in the 42 days following childbirth, the highest historical figure since 2008 (MCLCP, 2022). In addition, 23 children die every day before the age of 5, and 15 die every day as neonatal deaths (MINSA, 2022). 

In this context, faced with these and other priority indicators regarding Early Childhood Development, the Peruvian government implemented the national Early Childhood Development policy composed of multiple normative documents that establish the minimum products required to promote the adequate development of children from gestation to 5 years of life. However, the figures are not promising, related to possible causes of gestational and infant mortality, in 2022, in Peru, 21.8% and 6.7% of children were born premature and/or with low birth weight respectively; and, 42.4% and 13.8% of children under 3 years of age presented anemia and/or chronic malnutrition respectively (INEI, 2022).

Therefore, despite the services established in the national policy that seeks to reduce these rates, by 2022, only 1 in 10 children under 3 years of age had complete health check-ups, 3 in 10 consumed iron supplements, and only 52.9% (in 2021) received the vaccines established in the minimum required schedule. In addition, despite the implementation of early childhood development services and programs, in 2021 more than 80% of families do not receive support to improve child care and upbringing practices, and 72.8% of mothers feel alone in the tasks involved in child care and upbringing (ECIC-19, 2021).

In this context, Mis Primeros Tres seeks to reduce these gaps in accompanying families in relation to the integral development of children, in a digital, scalable and low-cost way. This will allow a positive impact on the factors associated with maternal and infant mortality previously exposed, from a massive reach in the digitalized accompaniment.

The Mis Primeros Tres Application is a digital tool for virtual accompaniment of pregnant women and mothers, born from the digitization of the 10 years of experience of the organization in face-to-face and virtual family accompaniment, as well as studies and statistical reports that identify the main problems affecting the mother and child population in Peru, considering a complete ecosystem of actors and users, such as pregnant women and mothers, maternal and child health personnel, businesses with similar target audience, among others. 

It provides information and guidance on basic resources for the comprehensive development of children in an easy, intuitive and high-impact way. It is a tool that accompanies, guides and informs the mother and mother-to-be, designed based on the identification of gaps in coverage of key services such as health check-ups, vaccinations, child supplementation; in addition to incorporating valuable information on child growth by stage of life and developmental aspects linked to the results of Early Childhood Development.

Aimed at pregnant women and mothers in Peru, with children under 3 years of age, familiar or unfamiliar with technology, it provides a consistent benefit to their lives, through 4 modules:

(I) Home, where the App provides information and guidance, week by week about pregnancy and month by month information about Growth and Development of the child up to 3 years old, which increases the mother's knowledge regarding her processes of changes.

(II) Health, where the user will find a calendar where she can schedule events, medical appointments, and reminders of her interest. The APP is designed with an "ideal calendar", i.e. it gives the mother a "reminder" on the day that the child should go to the health facility for a vaccine or supplement according to the national technical standard. This function even explains the importance of this activity, referring the user to have more information. Therefore, we say that the PPP is designed to promote the delivery of integrated services, which aligns it with the sectoral interventions of health, education and social development, mainly.

(III) Information, where the user will find information related to the stage she is in (pregnancy or child's age), on topics such as nutritional care, sleep care and recommendations, pregnancy conditions, warning signs, discomforts and activities to support secure attachment, among others.

(IV) Activities, the user will find two subsections to select: pregnancy and children. In the case of pregnancy, activities are presented, such as: baby name, contraction timer and healthy recipes. In the children's stage, you will find nutritious recipes and then stories. 

This is available in Play Store and App Store in its first version developed with IONIC programming language with Angular and Cordova, and hosted in FireBase services: Authentication, Storage, Cloud Firestore and Hosting, with reports on Google Analytics.

Videotutorial: https://www.youtube.com/watch?v=x-qPmQprT0g

Web solution: https://misprimerostres.org/

(I) The main beneficiaries of Mis Primeros Tres are Peruvian children from the stage of gestation to 3 years of life who are economically vulnerable, with socioeconomic level C, D and/or E; and social, with unequal opportunities for access to nutrition, basic medical care, information, and access to health and welfare. However, given that this population is under the care of a primary caregiver, and that in Peru this primary caregiver is primarily the mother, the direct beneficiaries are pregnant women and mothers who have under their care these children from 0 to 3 years of age. 

This population is part of the 80% of families that do not receive support to improve child care and upbringing practices. This might not represent a relevant lack of attention, if it were not that in 2022, 4 out of 10 mothers felt that they did not manage the care and upbringing of their children well (ECIC-19, 2022), affecting their mental health, where 2 out of 10 mothers in the regions of Lima/Callao, Ica, Junín and Huánuco are at risk of presenting difficulties due to their mental health, added to the fact that 4 out of 10 mothers feel stress when faced with the tasks of caring for their children (ECIC, 2023).

In this way, the application seeks to complement these support services digitally, allowing the beneficiaries:

• Be informed week by week and month by month of the baby's changes and needs.

• Receive vaccine alerts and start iron supplementation.

• Get information to promote healthy bonding, tantrum management and other topics.

• Guidance on healthy recipes for mom and baby.

Aligned to national protocols and regulations, online and offline functions, sends notifications a week before the services that the pregnant woman or child should receive. Currently, the application has more than 13,000 downloads nationwide, from the more than 220,000 beneficiaries of the digital ecosystem of the organization's social communication program.

(II) On the other hand, in 2020 in Peru there were 1.9 pediatricians for every 1000 children. Thus, within the continuous functions they perform, the follow-up of each main caregiver to comply with the required health controls, immunization and iron supplementation becomes an arduous task that is impossible to accomplish. For this reason, the Mis Primeros Tres App seeks, to support the work of pediatricians, obstetricians and health personnel in general, who work in the first level of care facilities and institutions of the national health system, who care for pregnant women and mothers of children from 0 to 3 years of age in the socioeconomic situation expressed above.

The application develops from its functionalities the reminder, information and follow-up tasks required by the target population as a backup to the lack of pediatric and technical population necessary for such tasks. In this way, these tasks are executed by the mobile application, allowing health specialists to fulfill their tasks, while allowing the dedication of timely time to the specialized care of the population that most requires it.

(I) The organization has almost 12 years of experience working directly in the field with children under 3 years of age and their mothers, fathers and/or caregivers. Developing community actions of accompaniment seeking to strengthen practices focused on the integral development of the child from the care of their caregivers. Within the different actions, we have implemented a program of in-person family accompaniment, and currently virtual, which has provided positive results. Some of these in 2022 are:

• 85.3% of pregnant women attended five prenatal checkups starting in the first trimester of pregnancy.

• 87.8% of children 12 months of age received a growth and development check-up for each month of life.

• 89.1% of 12-month-old children received iron supplements in drops from 4 months of age.

(II) Within the framework of these years of experience, since 2020, we have been developing the Continuous Evaluation of the Impact of COVID-19 in children under 6 years of age (ECIC-19) and the Evaluation of Social-Emotional Competencies of Mental Health of Caregivers (ECIC) at a national level or multiple regions of Peru; in addition to developing research documents regarding the factors that influence the mental health of mothers, fathers and caregivers. This allows us to have a broad knowledge regarding the needs of the population, the main causes and consequences of the problems presented.

(III) The organization has a solid monitoring and evaluation system for each of its interventions. Therefore, it generates evidence and learning from: A. Constant monitoring of output indicators and initial results, providing biweekly reports regarding execution. B. Evaluation of final results under a pre and post evaluation scheme. C. Qualitative systematization of the experience based on information provided by staff and beneficiaries.

(IV) The organization's personnel, especially those who work directly with the beneficiary population in the rest of the organization's programs, are part of the target population. Likewise, some of these personnel have been beneficiaries of some of the organization's programs, and therefore provide continuous contributions to the construction of the application according to the barriers and needs of the population. 

(V) We know how important it is to implement results-oriented projects aligned with public policies, evidence in the areas of health, nutrition, socio-emotional development and integral development. For this reason, we are an organization that executes actions aligned to national public policies in articulation with public, private and civil association actors through strategic alliances in the intervention areas: health sector, local governments, etc., with whom community actions are implemented and their sustainability is ensured.

(VI) We are developing a scaling-up strategy for the project to reach more families more quickly, through partnerships with the public sector, mainly with social programs linked to child care (Programa Nacional Cuna Mas and Programa de Apoyo a los más pobres JUNTOS) as well as with the health sector, in order to reach 8,000 health facilities.

The Mis Primeros Tres App is the result of a historical process of the organization in the attention of the target population in different modalities, which have allowed the learning and development of institutional capacities that the application translates in a digitalized way.

(I) From 2013 to date, the organization has provided accompaniment services to families in person (home visits, sessions in face-to-face centers, among others). And, subsequently, as of 2019, this service began to be provided virtually (calls, videoconferences, messages, among others). To date, we have served more than 7,500 families, including pregnant women and mothers of children from 0 to 3 years of age. Achieving in recent years:

• Pregnant women:

  • 89.0% of pregnant women attended consume folic acid and iron supplements.

  • 85.3% of pregnant women attended comply with the corresponding prenatal checkups.

• Children from 0 to 5 years old:

  • 85.1% of children have anemia screening.

  • 87.8% of children have developmental controls corresponding to their age.

  • 91.3% of children have complete pneumococcal vaccination and 88.5% have Rotavirus vaccination.

  • 89.1% of children under 36 months consume iron supplements.

(II) Starting in 2018, in order to massify the service of accompaniment to families, the organization begins the implementation of its Social Communication Program consisting of a digital ecosystem of high reach. Aimed at positioning care and upbringing practices in pregnant women and children under 3 years of age. In 2022, it was able to execute a series of campaigns aimed at contributing to the upbringing and development of children and their families. This managed to expand the digital community and reach around 395,832 families in the year, and identifying that:

• 85% of those surveyed considered that for adequate vaccination of children under 5 years of age, it is important to respect the Regular Vaccination Schedule.

• 8 out of 10 indicated that prenatal care evaluates the health status of the pregnant woman and the fetus.

• 9 out of 10 caregivers point out that anemia is a nutritional problem generally due to iron deficiency in the blood.

(III) Concept: However, knowing the existing limitations in the possible results from the development of single communication campaigns through different media (social networks, television, radio, or others). In 2021, the development of the mobile application Mis Primeros Tres begins, based on previous experience, so that it complements the work carried out by family companions and services provided by health facilities. In this way, a first interactive prototype was obtained, which in its testing obtained the following results:

• 77% considered the App to be very valuable.

• 69% feel motivated to continue using the App.

• 83% felt it was easy to use the various components of the App.

(IV) Prototype: Based on the various recommendations for improvement of the test developed in the target population, in 2023 the application was launched in the Google Play Store and Apple Store so that it can be accessed free of charge by the entire population of Peru. To date, we have more than 13,000 downloads nationwide, from the more than 220,000 beneficiaries of the digital ecosystem of the organization's social communication program. Of these, 26.1% of the people who downloaded the application have personalized it by incorporating their information.

(V) Piloting: Also, at the end of 2023 and beginning of 2024, in order to measure the results of the use of the application by the users within the framework of the indicators that represent the problem to be solved, the implementation of a pilot was started with 360 pregnant women and/or mothers of children from 0 to 3 years of age of the National Program of Direct Support to the Poorest - JUNTOS. This was based on a 6 to 8 month follow-up of the users in order to identify their use and the results in terms of health controls, immunization and iron supplementation. The pilot program ended in March 2024 and is in the process of analyzing quantitative and qualitative information.

Therefore, although the mobile application could be in a phase of growth since its launch, given the scope it has had so far, it is not until July and/or August 2024 that the final results of its use will be obtained in a significant sample of users that will allow us to continue gathering information for its improvement.

(I) Technology

In the organization we faithfully believe that technological development has great potential to provide massive and low-cost care to the unattended pregnant population and mothers of children under 3 years of age, without this meaning a reduction in the quality and results of services. For this reason, as of 2021, it has been providing its family support and mental health services digitally (calls and teleconferencing); and, within the framework of this application, it is committed to the digitization of services. However, despite the experience in building evidence-based social projects, we are aware of the knowledge gap that exists in terms of technological advances, especially in recent years with the development of AI. For this reason, we are committed to support in the areas of theoretical and practical use of new technologies for the continuous improvement of the Mis Primeros Tres App that allows greater and better results from the user's experience.

(II) Business Model

Mis Primeros Tres as a social communication program constituted by a digital ecosystem that includes the Mis Primeros App was designed and continues to improve under the methodological theories of the construction of social projects such as the Theory of Change. However, we understand that this has limitations in terms of the components that are developed in a potentially scalable business model. Therefore, advising and strengthening the capacities in these areas of the staff that leads, manages and implements the program is fundamental to achieve positive and massified results.

(III) Public relations

The organization works closely with the country's public institutions; in fact, it currently has agreements and alliances with two national social programs positioned throughout the country. However, experience shows us that this is not enough, both for its dissemination (outreach) and its financial sustainability. Therefore, it is valuable for us to obtain an important network of allies that go beyond the public sector, which will allow us its financial scalability, as well as to continue strengthening a business model with the retribution of an important private experience.

(IV) Financing

The country is currently going through an economic recession that has affected the organization's main sources of financing. This has significantly affected the resources required to continue updating and developing the respective modifications to the My First Three App, fundamental elements in a technological world that is developing at great speed. Therefore, it has become relevant to obtain funding and private allies that contribute to continue progressing in the digitalization of the support services for the target population of Mis Primeros Tres.

(I) Massification of effective but costly services.

In Peru, based on the scientific evidence developed in recent decades of the positive effects of accompanying families on Early Childhood Development, the Cuna Más National Program has been implemented since 2012, focused on supporting the comprehensive development of children under three years of age. However, the budget allocation to 2024 indicates the cost of approximately US$430 per family, with a scope of 277,283 families. Thus, although the effectiveness of the physical accompaniment models has been scientifically validated and proven, their scalability and scope is limited by significant budgetary expenditure.

In this context, the Mis Primeros Tres Social Communication Program proposes the solution of the problems addressed by the family support programs from the massification of this service with the application of technologies and audiovisual (communicational) media, which means an increase in scope and cost reduction, without reducing the quality and positive effects of the support.

(II) From generality to specific Peruvian needs and public services

On the other hand, although a benchmarking study developed by the organization identified different mobile applications that seek to provide information regarding the needs of children according to their age, they are mainly focused on providing generalized information regarding:

• The child's characteristics or needs and developmental milestones.

• The needs of the child according to the services and/or products provided by the owning for-profit organization.

In this way, in the search for concrete results, it is shown that the behavioral changes necessary to impact early childhood development do not occur (I) only through misinformation of pregnant women and/or mothers, (II) through unique digital means such as the mobile application, or (III) by making generalized recommendations. 

That is why, under evidence, the Mis Primeros Tres program and application composes a complete digital ecosystem from the different digital approaches of the daily life of the target audience, focusing its functionalities on specific behavioral changes and focused on the needs of the Peruvian population. Where, the systematic problem of childhood, is not faced alone, but complements the actions of public personnel aligned to the policies, goals and components of government organizations. In this way, it is not only sought that the mother knows and acts, but also that she receives from the public services a response to such new behavior.

The Mis Primeros Tres application is part of a program with the same name that is composed of social communication products, offering in a single digital ecosystem information and guidance on resources for the comprehensive development of children from gestation to 3 years of age.

In this context, the products that compose it promote the fulfillment of necessary behaviors based on research focused on analyzing the barriers of the target population, allowing to focus the messages on the solution of the real barriers. Likewise, these messages are created and tested in order to be clearly understood by the public. At the same time, they are constantly updated according to the technical regulations of public services. In order to obtain a response from the public services to the behaviors achieved.

Thus, the products provided are based on evidence regarding the needs of social media for behavioral change. Different authors (Glanz et al., 2017; Daley et al., 2018; Gruver et. al. 2016; among others) establish the need for multiplicity of channels of daily use by the population for the achievement of the expected results. Under such logic, three products that make up social media are provided:

• Integral social communication campaigns (Publications, ChatRooms and dialogues with specialists) that provide messages in a constant manner designed under the proposed activities, contextualizing the evidence to the reality of the target audience.

• My First Three App that provides information and constant offline and online reminders based on evidence contextualized to the reality of the target audience and Early Childhood Development policies, allowing to increase the likelihood of behavioral change from its use and proximity to the population.

• Launching community events and forming key institutional alliances with government agencies responsible for public health and education services.

Thus, based on the theories of behavior change, understood as a gradual process, it is established that the products:

• Increase the exposure of the target population to key messages about desired behaviors, informing and convincing the need to apply such behaviors by means of daily use.

• Increase the target population's adoption of new desired behaviors, providing facilitators to such behaviors such as scheduled notifications, scheduling events in the application's calendars, among others.

• Increase the recall to attend health check-ups, immunizations, supplementation, among others; as well as apply parenting practices that promote good health in pregnant women and/or children from 0 to 3 years of age.

• Increase the timely response of care received by the target population by public health services with respect to existing regulations.

In order to change the desired and expected behaviors, pregnant women and mothers of children from 0 to 3 years of age should attend health controls, laboratory tests, immunization and supplementation corresponding to their age in a timely manner.

The Mis Primeros Tres Social Communication Program, in which the mobile application for this application is framed, is aligned (like the rest of the organization's programs) to the Early Childhood Development policy of Peru (country of implementation). Therefore, its impact objectives, as well as the indicators that allow its measurement are framed to those set out in the Childhood First Guidelines approved by Supreme Decree No. 010-2016-MIDIS, which establishes the developmental milestones that the child should achieve in their growth:

• Goal: Children are born between 37 and 41 weeks of gestation and with an adequate birth weight. 

Indicators:

• Rate of pregnant women using the My First Three application whose child is born between 37 and 41 weeks of gestation.

• Rate of pregnant women using the My First Three application whose child is born weighing more than 2,500 grams.

• Goal: Children 0-36 months of age with adequate nutritional status.

Indicator:

• Rate of children 0-36 months of age of mothers using the My First Three application who maintain sufficient iron levels with hemoglobin levels greater than or equal to 11 g/dL or 110 g/L.

These impact indicators are currently being measured through the application of a pilot program with 360 mothers from the national JUNTOS program, which will make it possible to obtain information from the most important health database in the country. This will generate scientific evidence to validate the theory of change proposed under the components of the My First Three program.

Likewise, in line with the theory of change proposed in the previous answer, and under the evidence currently existing, the intermediate and final results indicators are constantly measured, which should consequently allow the achievement of the impact objectives proposed. These can be measured based on the data obtained from the registration of users in the application, information extracted from Google Ads and recurring surveys that we apply to the direct beneficiaries. The most relevant final results indicators are:

• Final outcomes:

  • Percentage of pregnant women registered in the My First Three application who report having complied with all prenatal checkups and laboratory tests appropriate for their gestational age.

  • Percentage of mothers of children aged 0 to 3 years who report having complied with growth controls, immunization and iron supplementation appropriate for their child's age.

• Intermediate outcomes:

  • Percentage of pregnant women and mothers of girls or boys 0 to 3 years of age schedule health checkups, immunization and laboratory tests events in a timely manner.

The proposed solution uses existing technologies to transform a service model provided in recent decades and today. Thus, it uses:

(I) Software and mobile applications.

Firstly, and main reason for postulation, is the use of software and mobile applications (App Mis Primeros Tres) developed for offline and online use in Android and iOS operating systems, with connection to non-relational databases developed in FireBase. This is the main component of the products of the Mis Primeros Tres Social Communication Program since it integrates access to the different components of the program and the audiovisual media that seek the objectives set out in the theory of change. It was developed under an intuitive design with elements of knowledge by the target audience (calendar, messages, access to social networks, among others). At the same time, it uses cell phone notification systems according to updated databases of the minimum essential health services according to Peruvian regulations. In turn, it is integrated to Google Ads digital services that strengthen the relationship between this and the other components of the program, strengthening the scope of the expected results and their monitoring.

(II) Audiovisual media

Secondly, there are the audiovisual media transmitted from mass social communication channels (social networks, chat rooms, television, radio, among others), taking advantage of the existing potential of these for the transmission of clear and precise messages in the daily life of pregnant women and mothers of children from 0 to 3 years of age with the social and economic characteristics of the target audience. Within the different audiovisual media, images, audios and videos are used because they are the most accessible, familiar and understandable media for the target population. 

(III) Behavioral sciences:

Each of the technologies used were built and are enhanced from behavioral sciences. This is a practical theoretical formulation that considers the process by which a person is aware, is informed, is convinced, is determined to take action, takes action, repeats that action and maintains it over time. In this way, technologies are not used only as a means of information, but are based on the drivers and factors necessary to achieve specific behavioral changes in pursuit of the expected results.

(I) Full-time: 1 person

Communications Analyst

(II) Part-time (working full time but executing activities in multiple programs):

• Social Innovation Coordinator

• Information Technology Specialist

• Monitoring and evaluation specialist

• Communications Assistant

• Graphic designer

(III) Volunteers with a dedication of 12 hours per week:

5 volunteers, students of education, communications and psychology who support in the revision of contents.

(IV) Development and technological services contractor: 1 company that provides technical support to the Mis Primeros Tres application.

2013, 10 years: The organization provides support services in person, and from 2019, virtually.

2018, 5 years: The implementation of the Mis Primeros Tres Social Communication Program begins, as a massification of the accompaniment through communication campaigns.

2021-2022, 2 years: The Mis Primeros Tres mobile application is developed. In 2023, after testing, it is launched in google store and apple store.

2023, 1 year: A pilot is implemented with 360 beneficiaries of the National Program of Direct Support to the Poorest, in order to measure the real results achieved.

(I) Diversity

• Since 2019, all of the organization's personnel have been working remotely, which makes it possible to address the socio-demographic barriers of the territory. This allows limiting economic and time expenses of the personnel in daily transfers to the workspaces, and at the same time, it allows having personnel established at a national level, and from 2024, at an international level.

• The personnel selection processes are focused on merit, without incorporating consultations regarding gender, social, demographic, socioeconomic, ethnic or any other social, cultural or other type of exclusion or bias.

(II) Equity

• The organization provides technological support to all members who require equipment (computers, laptops, headphones, cell phones, internet and telephone plans, among others) to carry out their functions in the best way possible, without this implying financial expenses for the acquisition by the most needy personnel.

• We have maternity and paternity policies that provide team members who are pregnant and/or have children under 6 years of age the time and space to perform their duties while they can fully comply with their care tasks.

• We have a management focused on results. We address the time barriers of staff who need to meet various personal, family or other needs, through a management that measures performance by results, rather than by working hours effectively completed.

(III) Inclusion

• We have a wellness and satisfaction policy, implemented from a monthly monitoring of the physical and emotional health of the staff, as well as an annual analysis of job satisfaction. This allows us to improve the work practices of the entire organization, focusing on the needs and well-being of each person, based on their individual and group differences. This policy also involves specific annual actions to address the barriers and difficulties encountered.

• The organization has a horizontal management through processes that allow the active participation of all personnel in organizational decisions or configuration of social programs managed and implemented, as well as policies that directly affect their functions.

The Mis Primeros Tres application is part of a program with the same name that consists of a series of social communication products, which offers in a single digital ecosystem information and guidance on basic resources for the comprehensive development of children from gestation to children under 3 years of age, validated by various specialists and institutions aligned with the country's Early Childhood Development policy. In this way, it seeks to benefit pregnant women and mothers with children of these ages under their care by increasing their attendance to health controls, immunization and iron supplementation, thus lowering maternal and infant mortality rates. And, at the same time, it allows pediatricians and/or technicians who attend to this population in the development of the follow-up. 

Thus, there is interest from different organizations to promote the program and the application, both from the public sector, through the Ministry of Health (MINSA) and the Ministry of Development and Social Inclusion (MIDIS), which have established goals regarding the program's metrics in the national Early Childhood Development policy; and from the private sector, through companies and/or organizations that develop products and/or services focused on the target public, allowing to increase its reach to this population. In fact, to date there is a formalized agreement with the National Cuna Más Program of the MIDIS, and alliances with certain organizations of the MINSA.

In this context, being the application part of a social communication program and generating institutional alliances with clients of interest, it is possible to generate channels that facilitate reaching the population. On the one hand, from the program itself, the generation of communication campaigns through social networks, e-mail, television, radio, among others; and on the other hand, through the services provided to the target population by public sector institutions. Generating a direct relationship with the beneficiary population from the same communication activities of the program, such as through launching events and training for public service personnel. These activities are developed by the same program staff and/or by professional volunteers of the organization.

To date the organization and the social communication program Mis Primeros Tres has historically received 70% of its funding from Peruvian investor founder Suso Zamora and his main companies: Enfoca Inversiones and AUNA Salud. Through an external funding model; that is, they are separate and the business is the main funding mechanism to support the activities of the Baltazar y Nicolas Foundation.

Likewise, to date, the organization has been implementing new financing strategies to complement and redistribute the income from the founder and board of directors. Between 2022 and 2023, an income of approximately US$1.5 million has been generated, distributed as follows: 

• 56.9% through recurring donations from the organization's founder Suso Zamora.

• 20.4% through recurring and/or one-time donations from socially responsible companies such as: ENFOCA, Productos Sancela del Perú S.A, Emmerich, Córdova y Asociados SRL, Latina Media S.A.; among others.

• 18.4% by means of subsidies for services to the public company PetroPerú.

• 2.8% through grants and subsidies from Bernard Van Leer Foundation, Red Suma, among others.

• 1.5% through individual donations from independent persons.

In this context, and in the face of the current Peruvian economic recession, fundraising is being strengthened with a view to redistributing income by developing independence for the founder and principal donor. By means of:

(I) Strengthening individual recurring and/or individual donations through donation campaigns complementary to existing crowdfunding means.

(II) Increasing income from service grants by applying to open calls for proposals from public and private companies and non-profit organizations. 

(III) Increased income from service grants by providing advertising services in the different components of the My First Three Program to private companies that have services and/or products for the target population aligned with the mission and vision of the organization. 

These strategies have been previously applied in terms of the Mis Primeros Tres application, achieving that:

• 2018 and 2019: 100% of the Social Communication Program was funded by grant funding provided by Bernard Van Leer Foundation (BvLF).

• 2020: Funded 80% of the Social Communication Program by BvLF, and 20% by the founder.

• 2021 - 2022: The development of the first version of the Mis Primeros Tres App was funded by the BvLF, which represented 50% of the total budget of the Mis Primeros Tres Social Communication Program, while the rest was funded by the founder of the organization and the private company Latina Media S.A.

• 2023: The launching and piloting of the project was financed 25% by the private company ENFOCA and 75% by founder Suso Zamora.

In this way, it is estimated that by 2024 the entire organization will reach 57% of the founder's external income.