The Brief

Migrant children are those who have been relocated to cities with their migrant working parents from rural areas. In China, 2.83 million of them are receiving low-quality education in very poor environment. The objective was to highlight the plight of these kids, and in doing so, raise money to improve their learning environment.

Creative Execution

Migrant children are receiving low-quality education in very poor environment, most without proper chairs, tables, not even bags or pencils. With a number of 2.83 million of them, the issue is quite serious. Yet not many people are aware how severe the situation is for these kids. By setting up a luxury bag exhibition, we attracted the rich people near. By surprising them with a plain school bag - a luxury for the migrant child, we comunicated the message: without the public's help, even a plain school bag can be a luxury for the migrant children.

Describe the creative solution to the brief/objective.

We set up a luxury bag exhibition in a high-end shopping mall; only among the branded bags, there is one plain school bag which is also a luxury item - a real luxury to the migrant children. While customers thought they were shopping in a luxury exhibition, the school bag got them in surprise. The unexpected experience made people appreciate how shockingly different the word “luxury” means to them and to the kids, thus arose their sympathy and concern.

Results

The exhibition attracted over 1900 people coming. News got further spread by more than 22,000 people through Weibo(Chinese twitter) and other media. The donation from the event had helped improve learning environment for 671 kids. Until now, we are still receiving donation from people who claimed to have been inspired by the event.