The Brief

Around the world, one child in every seven is a child labourer. That's over 250 million kids robbed of their childhood, from as young as 5 years old. 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.

Describe how the promotion developed from concept to implementation

The best time to reach out to the target audience is when they're thinking of children. That is, while buying toys. Plus, the insight - what's used by child labourers to make a living, could just be toys to another child - made the toy packaging the perfect creative solution.

Describe the success of the promotion with both client and consumer including some quantifiable results

Throughout the one-month campaign, funds were raised for the education and rehabilitation of child labourers. Many shoppers wanted to take the boxes back to help spread the word. Beyond these, we got people to re-think what they are buying. And how they have the power to change the lives of the victims.

Explain why the method of promotion was most relevant to the product or service

We created 3 different toy boxes, featuring a sewing machine, tool kit and mop set - representing the fashion, construction and domestic industries. 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. The unexpected juxtaposition between fun and labour emotionally connected the target audience to the issue.