The Sidewalk Chalk Project translates the objectives of Mobile School: teaching and raising the self-esteem of street children, in the same way as our teachers do, an idea which is symbolized by the use of sidewalk chalk. Challenge: to convince the school principals to join the project. The night before the first school day, 361 schools received a visit from the guerrilla chalk teams. A personal welcome message to the principal was written in chalk at the main entrance of the school and at the same time a mail pack was posted through the school’s letterbox.

The launch was a great success:-146 schools registered on the website.- 23,000 primary school children took part in the Project- A lot of free publicity: the national TV-news and regional channels followed the guerrilla-teams, joined by local celebrities, during their nightly chalk trip.

-Extra brand awareness