Results and Effectiveness

Even before hitting the donate button, people were already exposed to a reality that was somehow hidden, thanks to being out there for years. By turning a familiar device into something unexpected, we helped make familiar social issues, noticeable again. And more importantly, helped Unicef make a difference.

Creative Execution

We decided to appeal to people’s humanity when they were not expecting it: when asked to prove they're human. We partnered with local online communities and websites and put the plea of Indonesian children right in front of potential donors, capturing their undivided attention. Once users wanted to sign up or leave comments they got an unusual message. The captcha was not the regular captcha anymore, but the use of it as a new one on one media. An invitation to donate towards a good cause and help Indonesians in need of a helping hand. Messages like “Save Mikael from malaria” or “End deaths from diarrhea” broke the –ironically robotic- way in which people wrote captcha texts daily.

Insights, Strategy and the Idea

In Indonesia, huge challenges like malaria and diarrhea are far from new, and far from over. Unfortunately, bad news don’t end up there. After decades of being exposed to this reality, even caring people become immune to it. We realized that in order for our message to be seen, our best chance was to hide it.