Dentsu Utama Kuala Lumpur turns cardboard into cardvertising to help the homeless in the city

HOMELESS.jpgKuala Lumpur is a thriving city, inhabited mainly by the middle and upper classes. But there is its dark side. The city's many homeless people, tell us heartbreaking stories about how their lives ended up on the streets. Hope & Solace, a charity organisation, was moved by their plight and wanted to help them.

Homeless 2.jpgDentsu Utama Kuala Lumpur created The Cardvertising Project by turning the cardboards usually held by the homeless, into outdoor advertisement space. How it works: A microsite was created to urge advertisers to book ad spaces. Traffic was also driven to the microsite via social media, including Facebook. To book the ad space, advertisers clicked the button on the microsite. Ad messages and relevant details were also submitted. The ads were then designed for free, by volunteers. Once designed, the ads were distributed to the homeless. And displayed on-ground to the public. The advertising fees were subsequently given back to the homeless. 

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.