When we showed the concept to Unicef they found it an impactful mechanism for generating awareness. From the original scripts presented, only a few minor words of copy were changed.However, we sensed something was lacking in the offer when we presented it to supermarkets. it wasn't about the supermarket, or its involvement.We changed our boards to reflect the fact that this was a project between supermarkets and Unicef. Instantly we found this created more interest.We also added POS materials.This re- enforced the message further as people walked each aisle.

When UNICEF compared the usual figures for a normal event with our 'Attention Shoppers' project, they found there was a considerable increase in donations. And lives saved as a result.Please see our video for more explanation.The campaign will now roll out across the 2 biggest supermarket chains in the country, As the year goes on, the campaign will become regional and global.It's now a matter of making it happen, and offering more of the world's shoppers the opportunity to save the most important thing on earth.The lives of children.