Results and Effectiveness

A large number of people were drawn to our stunt. Media coverage also ensued with our activity being showcased on Guangzhou Television and Yang Cheng Evening News. Within 5 days since the launch, UNICEF successfully received an estimated 200,000 RMB in donation.

Creative Execution

UNICEF's mission is to help children attain their most basic rights, that of survival and normal development. We invited a renowned painter to camouflage the children's bodies so as to blend them in with the background. Thus, they were rendered invisible. This was done with three different children in three different locations.

Insights, Strategy and the Idea

With rapid economic development in urban China, there are about 140 million peasants moving from the countryside to the cities in search of jobs, most with families in tow. This has dramatically increased the number of children begging in China's cities. Based on data from UNICEF, there are around 1.5 million of them. Only 150 thousand of them receive any kind of assistance. This problem has yet to be properly highlighted.