Title | CLEVER CASH |
Brand | SAVE STREET CHILD SIDOARJO |
Product / Service | CLEVER CASH |
Category | A10. Not-for-profit / Charity / Government |
Entrant | HAKUHODO INDONESIA Jakarta, INDONESIA |
Idea Creation | HAKUHODO INDONESIA Jakarta, INDONESIA |
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 |
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.
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.
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.
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.
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
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