Help me read this

Agency Network: 
Published/Aired: 
July 2008
Children of the World:  Help me read this
Children of the World Direct Ad -  Help me read this

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 advertisement 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
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Crisp One's picture

wow! heart strings!

Crisp One
Activity Score 2005
Other at New York
StuartLittle's picture

very nice approach

StuartLittle
Activity Score 466
Other
Jesterboy's picture

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.

Jesterboy
Activity Score 29
art director
shrrr's picture

great, i like it, and so ironic :)

shrrr
Activity Score 69
creative/copywriter ; BBDO Cairo
peak900's picture

very strong idea - very well thought!

peak900
Activity Score 211
Copywriter
purplerodent's picture

Mindhunter: superberb

purplerodent
Activity Score 123
Art Director |

Mindhunter

Frits Harkema's picture

They want to read the Vogue? Why?

Frits Harkema
Activity Score 713
Antwerpen
Wordnerd's picture

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

Wordnerd
Activity Score 6692
Copywriter
darojobe's picture

This is fucking good.

darojobe
Activity Score 36
advertising |

HA HA HA HA HAHA HAHA wtf.

perromalo's picture

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

perromalo
Activity Score 435
Creative Director at Mateo&co
perromalo's picture

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

perromalo
Activity Score 435
Creative Director at Mateo&co
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