The Brief

Street children can make up to $10 a day begging. (After all, school doesn't give you money to study.) We wanted to expose the kids to learning so that they can be compelled to get an education and make something out of themselves –thus, breaking away from the poverty cycle.

Creative Execution

Graffiti is rampant in Indonesia. We found a way to talk to kids, many who live under bridges trough street art. The book gave the public an opportunity to send out a message that begging for money is not the best way to move out of poverty – education is.

Describe the creative solution to the brief/objective.

Working with 15 street artists, we turned public spaces into veritable blackboards –with lessons that include English, Math, Science, History, Flora And Fauna, Astronomy, Biology and more. To reach out to more kids, we photographed the graffiti and printed them into an affordably-priced exercise book. People who bought the book, gave it to kids who approach them for money.

Results

- International and local news coverage. - Talked about and supported online. - Over 200 kids taught in just one and a half months and counting. - Kids then pledging graffiti-style to study so they can become somebody someday. - Offers from street artists and public to take the project to other cities.