Cannes Lions

LUXURY FOR KIDS

CHEIL CHINA, Beijing / NEW CITIZEN PROGRAM / 2013

Presentation Image
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

Migrant children are receiving low-quality education in very poor environment, most without proper school supplies. With a number of 2.83 million of them, the issue is quite serious. Yet not many people are aware how severe the situation is for these kids. By setting up a luxury bag exhibition, we attracted people near. By surprising them with a plain school bag - a luxury for the migrant child, we comunicated the message: without the public's help, even a plain school bag can be a luxury item for the migrant children.

Outcome

The exhibition attracted over 1900 people coming. News got further spread through Weibo (Chinese twitter) and other media. The donation from the event had helped improve learning environment for 671 kids. Until now, we are still receiving donation from people who claimed to have been inspired by the event.

Similar Campaigns

9 items

4 Eurobest Awards
The Truth Wins

DDB GERMANY, Berlin

The Truth Wins

2022, REPORTERS WITHOUT BORDERS

(opens in a new tab)