This guerrilla promotion on behalf of Children of the World is a great example of the process of social marketing and advertising. In order to generate awareness for high illiteracy rates in one city, a tear-off, self-stamped envelope was devised to be attached to magazines and books that illiterate children often sold on the streets. The envelope read "help me read this," and was a powerful and direct way to attract attention to the cause. Even more effective was utilizing the kids to walk on the same street corners on which they sold the magazines to try to encourage people to donate via the attached envelope. The award-winning campaign was successful at reaching its target and caused a marked increase in phone calls, volunteers, donations, and sponsorships.
This clever guerrilla marketing stunt is a prime example of ordinary items being used creatively to stand out from other firms who use products that are not relevant to the promotion at hand. Specifically, the use of promotional envelopes was genius and effectively solved the problem while simultaneously garnering support for this cause.
Via: Direct Daily