Background:

In Indonesia, challenges like malaria and diarrhea are not new, and far from over. To make things worse, after decades of being exposed to this reality, even caring people become immune to it.

Idea:

For our message to be seen, we decided to hide it. We partnered with local online communities and websites. Once users wanted to sign up or leave comments, we captured their undivided attention with our message.

Execution:

By turning a familiar device into something unexpected, we helped make familiar social issues noticeable again. And more importantly, helped Unicef make a difference.

Once users wanted to sign up or leave comments they got an unusual message. The captcha was not the regular captcha they were used to, but an invitation to donate towards a good cause, and help Indonesians in need of a helping hand. Messages like “Save Mikael from malaria” or “End deaths from diarrhoea” broke the –ironically robotic- way in which people wrote captcha texts daily.

Even before hitting the donate button, people were already exposed to a reality that was somehow hidden, thanks to being out there for years. By turning a familiar device into something unexpected, we helped make familiar social issues noticeable again. And more importantly, helped UNICEF make a difference.