Across the world, over 100 million street children never go to school. Mobile School designs mobile school carts: schools on wheels which they take to the streets to teach the children to read, write and count. The communication agency develops the Sidewalk Chalk Project, in cooperation with Mobile School. The idea: primary school children collect names of people who support the cause of Mobile School. Everyone sponsors their own name by donating 1 euro. During a big closing event, the pupils of all participating schools chalk the collected names on the playground. The result: a life-size petition in sidewalk chalk!

The Sidewalk Chalk Project translates the objectives of Mobile School: teaching and raising the self-esteem of street children, in the same way as our teachers do; an idea which is symbolised by the use of sidewalk chalk. Challenge: to convince the school principals to join the project. The night before the first school day, 361 schools receive a visit from the guerrilla chalk teams. A personal welcome message to the principal is written in chalk at the main entrance of the school. At the same time a mail pack is posted in the letterbox.

The launch of the Sidewalk Chalk Project was a great success. The guerrilla action of the 46 chalk teams attracted the hoped-for attention:-146 schools registered on the website.- 23,000 primary school children took part in the Project and were this way introduced to the world of street children.- Moreover, Mobile School and the Sidewalk Chalk Project got a lot of free publicity. The national TV-news and several regional channels followed the guerrilla-teams, joined by local celebrities, during their nightly chalk trip along more than 360 schools.

- Extra brand awareness thanks to national and regional media attention.