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Help me read this

Agency Network: 
Published/Aired: 
July 2008
Description: 

Brief:
To get a largely indifferent city to participate in a literacy initiative, aimed at educating street children. Our client 'Children of the World' needed to generate both funds and volunteers for the programme to be successful.

Solution:
We observed that most of the street children who were illiterate, ironically spent their day selling magazines and books to commuters at traffic signals. The rest of the city spent a fair amount of time trying to navigate these same roads. We used the magazines these children were selling as the medium and urged people to help the kids read them; by placing tear-off, self-stamped envelopes on the jackets of the magazines with the message 'Help me read this'.

Results:
Within the first week itself, enquiries and donations started pouring in. Post the campaign period, Children of the World received over 300 sponsors for individual children, a number that far exceeded results in previous years. Our client also managed to set up makeshift schools across the city There were also many call-ins from people, many of whom are now volunteers for the programme.

Direct advertisment created by Contract, India for Children of the World, within the category: Public Interest, NGO.

Advertising Agency: Contract Advertising, New Delhi, India
Copywriter: Natasha M Martis
Creative Director / Art Director: Vineet Mahajan
Creative Director: Uddalak Gupta
Chief Creative Officer: Ravi Deshpande

Comments (11)

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Crisp One's picture
Crisp One
Activity Score 2005

wow! heart strings!

StuartLittle's picture
StuartLittle
Activity Score 466

very nice approach

Jesterboy's picture
Jesterboy
Activity Score 29

Showing the problem and giving the solution.
This is what advertising should be.
Easy and simple call to action and pulling every string on the heart.
Well done.

shrrr's picture
shrrr
Activity Score 69

great, i like it, and so ironic :)

peak900's picture
peak900
Activity Score 211

very strong idea - very well thought!

purplerodent's picture
purplerodent
Activity Score 123

Mindhunter: superberb

Mindhunter

Frits Harkema's picture
Frits Harkema
Activity Score 713

They want to read the Vogue? Why?

Wordnerd's picture
Wordnerd
Activity Score 6692

cool idea... but if i imagine to have a kid standing there, trying to get me to buy a magazine, this second idea might cause my head to explode. too much information

darojobe's picture
darojobe
Activity Score 36

This is fucking good.

perromalo's picture
perromalo
Activity Score 429

this is one of the best Direct Marketing tha I have seen in a long long time. Congratulations.

perromalo's picture
perromalo
Activity Score 429

this is one of the best Direct Marketing tha I have seen in a long long time. Congratulations.

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