We created life-size paper displays showing disabled athletes in wheelchairs that were strategically placed on several luggage carts. When passengers used them to carry their bags, it looked as if they were actually pushing the wheelchair of a disabled athlete. In other words, we impacted not only those that used the cart, but everyone around as well. Besides this, both agency and passengers that were present during this action filmed it all and posted videos on YouTube, reaching an even greater audience.

During the two days that the action took place we had 73 donations, a record for ADD. The impact of the action on YouTube also resulted in a greater number of accesses to the client’s site and consequently, greater knowledge of the brand. Even though the action only lasted for two days, the video on YouTube increased the duration of the impact.