We were looking to do something that would jolt people out of their indifference. We observed that these street children, who were illiterate, ironically spent their day selling magazines to commuters at traffic signals.

So we set up the communication where the target audience (the citizens of Delhi) and the intended beneficiaries (street children) met: the city roads.

Using the magazines the children were selling as the medium, we urged people to help the kids read them; by putting self-stamped envelopes with the message ‘HELP ME READ THIS’ on magazine jackets. Inside was information on how to contribute.

Within the first week itself, inquiries and donations started pouring in. Children of the World received 300+ sponsors for individual children, a number that far exceeded results in previous years. The client also managed to set up makeshift schools across the city. There were also many call-ins from people, several of whom are now volunteers for the program.