Execution

Aim: To promote the need to educate street children. For this, we needed to make Mumbai’s affluent citizens aware that street children need to be educated too. Apathy apart, this important issue is definitely not a priority in their daily lives. Therefore, the communication had to be disruptive to seek immediate attention of this target audience viz. these affluent citizens. Needless to say, this had to be a very low budget exercise. Idea: The ubiquitous storm drain in a high-end residential complex in Mumbai was transformed into an ‘abacus’. School was brought to the street! The Message: ‘Make every child count’.