Children of the World: Help me read this

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.

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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11 comments

Crisp One's picture
Crisp One
2007 pencils

wow! heart strings!

StuartLittle's picture
StuartLittle
468 pencils

very nice approach

Jesterboy's picture
Jesterboy
29 pencils

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
69 pencils

great, i like it, and so ironic :)

peak900's picture
peak900
211 pencils

very strong idea - very well thought!

purplerodent's picture
purplerodent
123 pencils

Mindhunter: superberb

Mindhunter

Frits Harkema's picture
Frits Harkema
713 pencils

They want to read the Vogue? Why?

Wordnerd's picture
Wordnerd
6662 pencils

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
36 pencils

This is fucking good.

perromalo's picture
perromalo
429 pencils

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

perromalo's picture
perromalo
429 pencils

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

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