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Chopsticks

Think Centre

Issue 1 | July 2008

Agency

JWT Singapore

Creative Team

Ali Shabaz - Creative Director;Neo Chiew Chiew - Art Director ;Elisa Tan - Art Director;Ali Shabaz - Copywriter

Production Team

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Date

February 2006

Background

Think Centre needed to inform people that landmine victims in Cambodia were dying of starvation because they couldn’t find jobs. They wanted to raise funds and awareness, but had no money to do a big ad campaign.

Idea

JWT Singapore devised a simple and low cost solution in order to reach Think Centre’s target of financially independent adults at a time when they would be most motivated to react. The idea was to grab the attention of diners in restaurants during Chinese New Year, a period of great feasting and celebration. 650 specially commissioned chopsticks packs were placed at tables all around the country. When the diners opened the pack in order to tuck into their food, they found that one of the chopsticks was broken. Attached to it was the message, ‘Landmine victims find it difficult to feed themselves’, with a website to visit to make a donation.

Results

The piece generated massive interest and word-of-mouth publicity. The website www.jrscambodia.org received a 30% rise in number of hits. Even the media picked up the story and Marketing magazine did an entire feature about it.

Target Audience

Financially independent individuals

Size

650 pieces

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