Children Under Plastic

A nonprofit organization in New Zealand found a clever way to turn innocent plastic wrap packaging into an effective guerrilla fundraising campaign. They printed up disturbing page-sized postcards of kids apparently suffocating under the plastic and slipped them inside with subscription magazines to raise awareness about the devastating effect of asthma on the country's children. Horrified readers, confronted with these images of suffering when they expected to see their favorite cover girls offering beauty tips, or the latest hot cars and trucks, were offered a number to call to automatically donate money.

This is a great promo--shock tactics are one of the most effective shortcuts to people's wallets.