We needed to get donors and create awareness immediately about Child Labor Exploitation starting on April, the month that celebrates the children. So we created and activate a platform that uses a trend as a trigger: finding weird stuff on Google Maps. Because kids working on the streets should feel weir for everyone.

This new kind of platform is a new way to use Google Maps, where every user could take immediate action to take off kids working on their month by sharing the issue on their Social Media. Once they shared, their contacts were conscious about child labor exploitation, amplifying the message and making that new potential donors came closer.

INSIGHT:

Google Street View by Google Maps is used by millions and exploring to discover weird or mysterious situations has become an actual trend.

Child exploitation is one of the major problems faced by children in Mexico. This problem is in sight of everyone, even in sight of Google Street View.

IDEA:

We used Google Street View as a tool to save children in Mexico.

Since the campaign was set, more than 200 hundred children pictures was found working on the streets only in Mexico City.

The conversation about the issue increased up to 17% on Social Media when we launched the site, making child labor a visible problem.

The campaign is going to last until September 2015, so the final results are going to be defined at this date.

We didn't develop a new technology or cutting edge device, the only thing we did was add a new pin to Google Maps in our site, to raise awareness and get donors.

By doing a simple and usual action like exploring the streets of Mexico on Google Street View, people can actually help to raise awareness and help Save the Children in real life.

They explore, they pin, they share and they save, that's it.