For the first time ever, beggars were used to illustrate the severe consequences that a lack in education can have, where no education can lead to joblessness. Therefore, highlighting the need to improve education as the core solution to the problem. The concept was really disruptive to get people to think about the need for education by using a radio transmitter that’s never been used in South Africa. Lastly, a strong call to action promoted contributions towards the organisation. Overall, the idea proves how a disruptive idea can be used as a tool to drive a non-profit organisation’s core purpose.

We targeted twenty intersections during peak traffic, reaching over 5000 drivers and their passengers. We also raised R1.2 million in PR.