At 1.8 m high and 115m long the Wall of Hope installation snaked around the open-aircourt of a popular Johannesburg shopping mall. The steel structure consisted of 5500 empty-bellied childlike figures. Donors simply put their ZAR2 into the one of the 5500 coin slots. In this way we demonstrated how every cent of each donation went directly to providing food for a child.

The campaign ran for 4 weeks over October/November 2011 and with online, mobile and in-store support it raised over ZAR2 million within that month. It also raised awareness of the initiative beyond the installation. Where in months prior to the Wall of Hope campaign, in-store donations averaged around ZAR500,000, December saw the in-store numbers rise to a record high of over ZAR1.3 million. PR milestones: • AVE value of R1,531,055.00.• Wall of Hope trended on Twitter.• Coverage in all media across print, broadcast and online channels.