This guerilla campaign was launched by SUPPORT, a non-profit organization from Mumbai to raise awareness among people regarding plights of homeless youth. A cutout of a homeless kid was placed inside tent cards on the coffee table of restaurant. The advertisement aimed at evoking an immediate empathy towards the poor conditions that homeless youth are living in.
The strategy hit at the right place and it was successful to compel people towards this problem. This activity was carried out at 54 outlets and received overwhelming response and collected money more than they expected in just six weeks time. The success of the strategy encouraged them to repeat this activity in other cities as well.
The campaign was prepared by Y&R Mumbai, India.
Via Hout Lust
