Advertising campaigns around friendship demonstrate that British writer C.S. Lewis was right when he said: “Friendship is born at that moment when one man says to another: What! You too? I thought that no one but myself…”
Friendship Day started in Paraguay, where schools, universities, and work centers played Secret Santa every July 30. Doctor Ramon Artemio Brancho dedicated himself to promoting a World Friendship Crusade until 2011 when the UN Assembly decided to recognize July 30 as International Friendship Day in order to promote peace and cultural exchange among people and nations.
Not all Latin American countries celebrate friendship day on July 30. Some celebrate it the first week, others the third week, and others on the same day. But what is certain is that the focus of the friendship advertising campaigns is to highlight C.S. Lewis’ “What! You too? I thought that no one but myself…”