A clever campaign from Publicis for the charity The Passage catching the public’s attention by using reverse messages on cardboard signs (typically associated with homelessness).
“The idea was simple: give each volunteer a sign highlighting the purpose of The Passage in a unique way. As cardboard signs are typically associated with homelessness, these would act as the hook to capture the attention of passers-by.”
During the three hours the signs were being used, donations increased by over 25%. The campaign also reached over 650,000 people on Twitter.
What an effective way to inspire those who are fortunate to help those who are less fortunate. Having a roof over our head is something we all take for granted. This is a simple reminder that there is so much good we can all do on a daily basis.
Atekka Iqbal 