Asking parents to open their wallets requires more than an impression and message. To be successful, you have to open their hearts. We didn’t believe this was achievable via traditional media, any more than the bucket challenge would have been. We searched for a way to bring people to a halt, create emotional relevance, and drive immediate action, e.g., strike while the iron is hot.

The message and the media merged.

We changed the covers of traditional children’s books with custom ones that presented a comparison between the shopper’s children and those TECHO helps. The call-to-action was on the book’s cover and it allowed an immediate donation via mobile web.

After all, how could a parent go home with a new book for their children without helping those on the book covers?

In bookstores all across New York City, TECHO took over children books by wrapping them with a new custom cover featuring the most iconic fairy tale characters living in extreme poverty. We also placed posters both indoor and in store-fronts to spark curiosity and increase awareness.

The action grabbed not only the parents’ attention, but also the interest of the community. More stores became involved with the initiative, and many New Yorkers decided to volunteer and support TECHO’s mission.