February 7th, 2007 mediaME Editor
Houtlust writes: This guerilla campaign is from SUPPORT, a organisation from Mumbai India been actively working with street children and homeless youth in the field of drug addiction and HIV/ AIDS prevention since 1992.
A cutout of a homeless kid was hidden inside tent cards kept on coffee tables. Since the menu is printed on these tent cards, many people who casually lifted these tent cards were shocked to find a kid inside. Not only did it catch people unaware, but evoked immediate empathy towards the children living in such conditions. As a result, from the 54 outlets where the activity was carried out, SUPPORT collected over two lakh rupees (one lakh is equal to a hundred thousand) within just over six weeks. The willingness of people to contribute has encouraged them to replicate this activity in other cities as well.
Agency: Everest Y&R Mumbai India
Via [ Houtlust ]