Results and Effectiveness

As a result, the facebook site of Tulakabataan ganined 2,000 members in just a few days, soon, people started volunteering to the cause. The campaign became so big that it became the center attraction of a "Rock for Change" concert, having all the popular bands in manila playing. Until today, images are still being displayed around the city, volunteers are still coming in to help these children.

Creative Execution

Our strategy was simple, brand the problem and make people notice these street children around them. Given that it was the Elections year in the Philippines, we asked suppliers to donate scrap materials for the production of T-shirts with the message "Vote to get me off the streets this 2010". By giving out thousands of shirts around Metro Manila, it became hard for people to not notice the problem and the message, soon images of the campaign filled social networking sites and exhibit halls in the city. On-line sites like facebook and twitter soon saw the images and more and more people became aware of the problem.

Insights, Strategy and the Idea

The objective of the campaign is to create awareness to the growing problem of Street Children population in Metro manila. Citizens have gotten so used to it that they are being ignored already. Because it was the year of the Presidential elections in the Philippines, citizens became more receptive to messages around them, it was a perfect time to campaign even with the clutter of the political campaigns around the city. Tulakabataan decided to take this opportunity to create an awareness campaign for the problem and increase the number of people volunteering to the organization. Because the target market has grown apathetic to the problem already, we had to show them the problem in a manner they cannot ignore.