April 16th, 2016. Ecuador. A 7.8 magnitude earthquake hit the country in one of Ecuador's worst disasters for nearly seven decades, leaving hundreds of Ecuadorian families without a house. The situation was critic and Coca-Cola decided to donate all its advertising investment, but money was not enough. It was time to act. That’s why we created the Billboard Houses, a simple action where Coca-Cola removed 380 billboards from its brands to transform them into more than 200 emergency shelters, helping about 4000 people to meet their families under the same roof again. The help went throughout the country and the shelters quickly reached the most affected regions, generating a movement of help which inspired other brands to do the same, creating a movement which removed our advertising to focus on what really matters: The people of Ecuador.