New Citizen Program: Glass

Advertising Agency: Ogilvy, Beijing, China
Executive Creative Director: Nils Andersson
Creative Director: Forest Young
Copywriters: Matthew Curry, Yuan Zhong, Kweichee Lam, Song Yue
Account Supervisor: Stone Yang
Producer: Wei Chao
Art Directors: Forest Young, Lena Hou, Rocky Ren, Yu Zhenhua
Photographers: Johnny Pan, Wolf Liu

Challenge: In China, 21 million kids have been relocated to cities with their migrant working parents. A quarter of them have no hope of ever getting an education. The challenge was to highlight the plight of these kids, and in doing so, raise enough money to get them into school. How could we make people stop, think and begin to appreciate these kids? Solution:Appeal to their higher interests. Leveraging the growing appreciation for contemporary Chinese art, New Citizen Project commissioned local artists to create installation art pieces outside popular art galleries around Beijing. The pieces were created from construction materials often used by migrant workers; each with a book placed just out of reach. Effect:"Viewing the New Citizen Project pieces as art, large crowds gathered to discuss the merits of the work, only to be confronted by a harsh reality. Under the headline was a number to call if people wished to donate. So far, enough money has been raised to commission a new school and enroll 950 new students, with fundraising efforts continuing."