Cannes Lions
CHEIL CHINA, Beijing / NEW CITIZEN PROGRAM / 2013
Overview
Entries
Credits
Execution
Migrant children are receiving low-quality education in very poor environment, most without proper school supplies. With a number of 2.83 million of them, the issue is quite serious. Yet not many people are aware how severe the situation is for these kids. By setting up a luxury bag exhibition, we attracted people near. By surprising them with a plain school bag - a luxury for the migrant child, we comunicated the message: without the public's help, even a plain school bag can be a luxury item for the migrant children.
Outcome
The exhibition attracted over 1900 people coming. News got further spread through Weibo (Chinese twitter) and other media. The donation from the event had helped improve learning environment for 671 kids. Until now, we are still receiving donation from people who claimed to have been inspired by the event.
Similar Campaigns
9 items