Our campaign on behalf of Adam Le Adam, a charity for the elderly, had the goal of raising public awareness of the shocking fact that every year an increasing number of elderly people commit suicide. Over 50% of all suicides are committed by senior citizens.

We documented the personal stories of 100 elderly people living under the poverty line and borrowed their canes. On every cane we attached a label containing the personal story of the cane's owner, with the charity's phone number and website address and a call to action.

On International Day for the Elderly we created a 200 metre-long installation outside the city museum of the 100 canes marching without their owners.

The canes, each of which had a touching personal story, became a very tangible way for our target audience to 'touch' the elderly, and be 'touched' at the same time - offering an immediate call to action.

The combination of a high impact "stunt" with the personal stories delivered both high awareness and high engagement, leading to: 1. A record-level of new volunteers2. A major increase in on-site donations 3. A 50% increase in visitors to the charity's website4. "Free" media exposure in the national pressWe achieved all this on a tiny budget of 3,000 Euros - creating significant ROI