For International Day for the elderly, Adam Le Adam, a charity that supports the elderly living under the poverty line, asked us to increase awareness of the issue as well as generate funds and volunteer interest.

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 meter long installation outside the city museum of the 100 canes marching without their owners.

We chose to have the installation outside a museum so that it would be a natural continuation of the sculptures and installations within the museum.

The combination of a high impact "stunt" with the 100 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.