Hope & Solace: The Cardvertising Project

Kuala Lumpur. 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. The Cardvertising Project. Dentsu Utama Kuala Lumpur turned 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.