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Highly Commended
Direct
141 Sercon Mumbai
Aseema Charitable Trust
Storm Drain Abacus
The Aseema Trust seeks to educate street children, a pressing problem for any developing country. The aim of this campaign was to make the more well-heeled Mumbai residents stop in their tracks - and consider helping young people in need. There were two big hurdles to overcome though: apathy and a miniscule budget. But these were both overcome via a creative, and highly visible, outdoor installation. It transformed a storm drain in a high-end residential complex into an abacus - with the message 'make every child count'. The PR and public response was very gratifying indeed.
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