CLEVER CASH

Bronze Spike

Demo Film

Presentation Image

TitleCLEVER CASH
BrandSAVE STREET CHILD SIDOARJO
Product / ServiceCLEVER CASH
CategoryE04. Live Advertising & Events
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

Write a short summary of what happens in the ambient or digital execution or campaign.

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. 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 in schools at other provinces.

Cultural/Context information for the jury

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 non-profit organisation Save Street Child believe education for children is the key factor to solve poverty in the next generation. Hence, we created an outdoor project "Clever Cash" to combat poverty, specifically children 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.