Brief: Launch Pencils of Promise as a charity by letting people know what they do through billboards.
People have become immune to the stereotypical guilt-giving campaigns they are exposed to every day.
We decided to use this in our favor by adding a surprise factor to it.
The print campaign shows, in a very straightforward way, how Pencils of Promise can make a real difference to children’s lives by bringing education to developing countries.
★ Merit Award at the One Show, New York