CLEVER CASH

Bronze Spike

Case Film

Presentation Image

TitleCLEVER CASH
BrandSAVE STREET CHILD SIDOARJO
Product / ServiceCLEVER CASH
CategoryA10. Not-for-profit / Charity / Government
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 Brand Experience & Activation ?

The activation campaign idea revolves around the physical “Clever Cash” notes that allows poor children to buy food at school canteen, as good as using real money. They not only learn, but also provide incentive and purpose to experience the benefit of education.

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. We believe a little incentive is needed to get kids back to school.

Describe the creative idea (20% 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. Based on this problem, we created a strategic idea that could feed the poor children and educate them at the same time.

Describe the execution (30% 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. 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 not only bringing food to more poor children, but also bringing them

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