Execution

Over 250 million children continue to suffer as child labourers. One way to stop the cycle is to provide them with an education. Metro for Children, a charity initiative, wanted to raise funds for that, while also increasing awareness of the issue. What's used by child labourers to make a living, could just be toys to another child. Working with this insight, we created 3 different tox boxes - featuring a toy sewing machine, tool kit and mop set. These looked ordinary at first, but later, left shoppers with a surprise. Text on the packaging was twisted, such that they reflected the suffering of child labourers. These boxes were placed in a department store, with a 'sales promoter' to share details and encourage donations.