Our idea was to give the voiceless a voice. But we knew that a standard radio ad would have no effect – most of these are also ignored. So what if we could find a way to force people to listen?

We built a device capable of interrupting any radio frequency, which broadcast the stories of three real beggars into the very cars of the people ignoring them. Their message? Not to give them money, but rather to donate to One School at a Time, so that other children can complete their education and have a better life.

We targeted twenty intersections during peak traffic, reaching over 5000 drivers and their passengers. We also raised R1.2 million in PR.