THE GRAFFITEACH LEARNING WALLS PROJECT

TitleTHE GRAFFITEACH LEARNING WALLS PROJECT
BrandSAHABAT ANAK
Product / ServiceSTREET CHILDREN PROGRAMME
CategoryA04. Ambient/Alternative Media
EntrantY&R/THE CAMPAIGN PALACE JAKARTA, INDONESIA
Entrant Company Y&R/THE CAMPAIGN PALACE JAKARTA, INDONESIA
Advertising Agency Y&R/THE CAMPAIGN PALACE JAKARTA, INDONESIA

Credits

Name Company Position
Liberta Immagini Liberta Immagini Photographer
Happy Friends Happy Friends Photographer
Shyerly Hariyanto Indonesian Street Children Organization (Isco) Manager
Frisca Hutagalung Sahabat Anak Manager
Alia Namira Y/R/The Campaign Palace Indonesia Account Executive
Tashya Araysha Y/R/The Campaign Palace Indonesia Account Executive
Irsan Ranadipura Y/R/The Campaign Palace Indonesia Account Manager
Widyasto Probolaksono Y/R/The Campaign Palace Indonesia Graphic Designer
Edwin Yacob Y/R/The Campaign Palace Indonesia Graphic Designer
Melissa Torre Y/R/The Campaign Palace Indonesia Strategic Planning Director
Andrew Dowling Y/R/The Campaign Palace Indonesia Chief Executive Officer
Marcus Rebeschini Y/R Asia Chief Creative Officer
The Graffiteach Artists - Artist
Mita Diran Y/R/The Campaign Palace Indonesia Copywriter
Cahyo Prasetyo Y/R/The Campaign Palace Indonesia Copywriter
Felicia Hutabarat Y/R/The Campaign Palace Indonesia Copywriter
Kevin Le Y/R/The Campaign Palace Indonesia Executive Creative Director
Ronny Pratama Y/R/The Campaign Palace Indonesia Creative Director

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 of whom live under bridges through street art.

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.