2011 Winners & Shortlists

Execution

The Brief: More than 72,000,000 children around the world go without a basic education. Dubai Cares is a charity dedicated to children’s education worldwide. The brief: Create awareness and raise funds. The Idea: We created donation boxes with motion sensors, and put them in malls around Dubai to show the effect of donating immediately (see video). One of the boxes, for example, showed a life-sized image of a little girl carrying a bucket of water over her head. As soon as you put money inside the donation box slot, the image of the bucket rotates and gets replaced by the image of books, activated by a motion sensor inside the box. The ‘difference’ was communicated in a simple yet engaging manner. The Result: Word of mouth played an important role on donations made. Because people were pleasantly surprised by the outcome of donating, most of them donated more than once, and also helped in spreading the word. Resulting in these donation boxes being an instant hit.