As effective interactive contact points, we intended to place ads on napkins universally used at any restaurant. When people dropped crumbs on their napkins, they could find a poor child’s little hands reaching towards help. Then, they would see the headline: “You could save a child with just little food” on the napkins. During the meals, they would be touched by ads and reminded about starving children around the world. We designed a little pocket on each napkin, so that anyone interested in donations could put money into it instantly. This way, we led public’s attention to child hunger to direct donations to UNICEF.

As a result of ads, the whole amounts of donations to UNICEF had increased more than 11.8% in Korea within two months. Also, people who experienced unusual donation using napkins took pictures and voluntarily uploaded them on the web. As campaigns had been spread out among Koreans, lots of owners nationwide started to participate for distributing UNICEF napkins at their restaurants. Through these campaigns, there is good public momentum for more people to care about worldwide starvation of children.