Insight:

During Christmas Holiday season, 1 in every 3 Mozambican children use tools instead of toys.

How can we show how wrong this reality is?

Ideia:

In a local supermarket, we moved some work tools to the children’s toys section and a label pasted on the tool bore the text:

Is this tool in the wrong place? Millions of children between the age of 5 to10 are also in the wrong place.

The message also encouraged clients to donate to the Helpo NGO's Presente Solidário project.

• Implementation

To start up, we got authorisation from a local supermarket to use the shelf space and carry out the action. We then took tools from that section and placed them in the section of toys. In this way, we were able to impact precisely those who were buying gifts for children, increasing the chances of raising awareness and persuading people to join the cause.

• Timeline:

The action took place during the two days preceding Christmas, December 22th and 24th, a time chosen because it carries all the symbolism of compassion and brings children magic.

• Placement:

The action took place in a large supermarket in Maputo, capital of Mozambique.

• Scale:

More than 10 tools were misplaced, occupying all the children's sections of the supermarket.

• Human Impact:

In 2 days of activation, more than 150 thousand people passedby the supermarket.

• Reach:

Approximately 30 percent of these people were impacted.

• Engagement:

1600 people made donations to Helpo.

• Sales:

The donations provided 10 scholarships and textbooks for 15 Mozambican children.