CLEVER CASH

TitleCLEVER CASH
BrandSAVE STREET CHILD SIDOARJO
Product / ServiceCLEVER CASH
CategoryF03. Experience Design
EntrantHAKUHODO INDONESIA Jakarta, INDONESIA
Idea Creation HAKUHODO INDONESIA Jakarta, INDONESIA

Credits

Name Company Position
Woon Hoh Hakuhodo Asia Pacific Chief Creative Officer
Chow Kok Keong Hakuhodo Indonesia Executive Creative Director
Fajar Noor Fathjri Hakuhodo Indonesia Creative Director
Davin Susanto Hakuhodo Indonesia Art Director
Nellia Nellia Hakuhodo Indonesia Copywriter
Vince Lee Hakuhodo Asia Pacific Art Director
Budi Astuti Hakuhodo Indonesia Managing Director
Ali Sadikin Hakuhodo Indonesia Agency Producer
Achmad Roni Hakuhodo Indonesia Agency Producer
Galih Arumsari Hakuhodo Indonesia Agency Producer

Why is this work relevant for Direct?

The campaign directly targeted street kids in the young schooling age. The idea revolves around the physical “Clever Cash” notes that allows poor children to buy food at school canteen, as good as using real money. The usage of “Clever Cash” notes communicate the benefit of education, and create the interest of schooling for the children, instead of making money in the street.

Background

Indonesia’s illiteracy among children is rising at an alarming rate. In 2017 alone, 2.5 million children dropped out of school. Poverty is the main reason. Parents could barely afford to put food on table, let alone breakfast before school. Consequently, instead of school, kids resort to making money on the street. This cycle continues and eventually they lose all interest in studying. The NGO Save Street Child believe a little incentive is needed to get kids back to school. The brief was to create a solution to combat poverty, specifically targeted directly to street kids in the young schooling age. The main objective was to sustain interest of study of these children, and bringing as many of them as possible back to school.

Describe the creative idea (30% of vote)

Introducing Clever Cash, a social project that is designed to feed children, and educate them at the same time. Working with school teachers and volunteers, we visited poor parents in slum areas, and distributed Clever Cash notes to those willing to give school another chance. Each Clever Cash note is printed with questions based on textbooks. Questions are easily solvable with the help of their textbooks or from teachers. The Clever Cash with completed answer can be used to buy food at school canteen, as good as using real money, but in a fun and educating way.

Describe the strategy (20% of vote)

Meal before school is common to most, but it is rare thing to have for poor children. Hence, instead of school, kids resort to making money on the street. Based on this problem, we created a strategic idea that could feed the poor children and educate them at the same time. Using the data from schools and the collaboration between teachers and volunteers, we visited poor parents in slum areas, distributed Clever Cash notes to them, and encouraged them to give another chance for their children to go back to school.

Describe the execution (20% of vote)

How It Works: CLEVER CASH MATH: (2 x 500) + 4,000 = ? The answer is 5,000 = Indonesia Rupiah 5,000 = Cash that can buy fried noodle at canteen. CLEVER CASH ENGLISH: Can you write ten thousand in number form? The answer is 10,000 = Indonesia Rupiah 10,000 = Cash that can buy fried rice with egg at canteen. We have 8 design versions of Clever Cash in total. The cash notes were designed based on school subjects like Math, English, Geography, History and Science. The value (answer) of cash notes are based on actual value of Indonesian rupiah, which are 2,000, 5,000, 10,000, and 20,000 rupiah. Clever Cash is now a nationwide project. A website was created for organisations and companies to pledge their support, download and print the Clever Cash notes for their own project use, with the hope of bringing the poor children back to schools.

List the results (30% of vote)

Numerous organisations registered and downloaded Clever Cash notes in the first 4 weeks, benefitting thousands of poor children. The media picked up the news. Massive amount of people shared the website on their Facebook and Twitter pages. Online News Portal Coverage: 1) https://www.liputan6.com/citizen6/read/3854343/upaya-save-street-child-mengembalikan-minat-belajar-anak-jalanan 2) https://majalahayah.com/sebuah-ide-cerdas-mengembalikan-minat-belajar-anak-jalanan/ 3) https://www.majalahjustforkids.com/menolong-anak-jalanan-dengan-cara-sederhana/ 4) http://koran-sindo.com/page/news/2018-12-31/4/6/Cara_Clever_Cash_Bantu_Anak_Jalanan