There are key touch points where kids working are ignored, such as restaurants, plazas, malls, parks, etc. These kids are usually around asking for money and selling candies or other kind of products but people bother of their presence instead of asking how to help to solve the problem and why this situation exists.

Traditional media doesn't work here, because the people are dining, chatting at a coffee shop, or hanging around at the park so, we needed to take action in these specific touch points to raise awareness and to get potential donors.

That's why we chose to do a targeted activation to find out that people don't bother when a kid come closer asking for help with their homework. Contrary, they were open to help.

The activation last 3 weeks on different touch points. Up to 45% of people impacted became immediately donor.

We filmed the activation and we've started to use it as a online video to amplify the message on Social Media, after doing this, 2 of the most famous celebrities in Mexico (Camilo Lara and Lila Downs) joined the action sharing the video and getting in touch with UNICEF to become brand ambassadors.