The financial crisis of 2009 hit one group of people the hardest. It wasn't bankers or lawyers or businessmen. It was the poor. In Indonesia, 43 million people still live below the poverty line. We wanted to make a dramatic statement to draw attention to their plight and connect with people and make them empathise and help, even in a tough year.

We made a giant installation in the heart of Jakarta out of ordinary cardboard boxes. People were asked to take the boxes and fill them with provisions for the poor.The boxes installation, put together to form the towering word 'KEMISKINAN' (poverty), spanned 35 meters across and towered at 3.5 meters.The installation started at 5 am in the morning and people came to collect the empty boxes from noon until late afternoon (around 5 pm).The campaign went very well due to supports from various media, as per the original plan.

The stunt made headlines. Crowds, stars, media and even the Governer of Jakarta came to take a box. The story was covered on top news channels. We were blogged and tweeted about extensively. Poor people came to our stations to collect their boxes. We also delivered boxes to people in the slums. The box project touched the lives of thousands. And fuelled a public debate among millions.