Task

To make people realize a terrible thing: what is garbage for them might be food for someone else.

Solution

Posters with faces of homeless people were placed on usual garbage containers in a special manner. When you are putting a bag full of garbage in the container, you are actually feeding a homeless person with your garbage.

Result

• The number of donations within 12 days since the campaign started increased by 500%
• Calls received about alternative ways to make a donation 312