Fundacion Curarte Outdoor BILLS WITH A MESSAGE by Momentum Madrid

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Industry Charities, Foundations, Volunteers
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Spain
Agency Momentum Madrid
Executive Creative Director Raúl Pérez Serena
Art Director Sr. Art Director
Copywriter Luis Oscar Tardón
Released February 2012

Credits & Description

Category: Small Scale Special Solutions
Product/Service: DONATIONS
Executive Creative Director: Raul Perez
Copywriter: Luis Tardón
Art Director: Art Director
Planner: Irene Ruiz
Planner: Irene Ruiz

English Translation of Main Headlines
Before I came into your hands, I made a sick child’s life happier. Do the same

Ambient Execution Description
Curarte is an NGO that helps kids that are hospitalized by making facilities more fun and adapted to them. We were asked to increase the number of donations and collaborators by engaging as many people as we could.
So, the first thing we thought off was the necessity of finding a media that was massive, innovative, moved from hand to hand and lasting. And we got the 20€ note. We asked the Bank of Spain to let us use the image of the notes, and to let us use a small quantity of them for our campaign.

We needed to get into the peoples mind in a way that made our message as clear as possible: We need your money to be able to continue helping hospitalized kids, as little as you have for us is very important.
So we use the 20€ note and we wrote messages on them:
“Before I came into your hands, I made a sick child’s life happier. Do the same”
People spend 20€ bills everyday and for a lot of senseless things, we wanted to make people think every time they bought something, giving one another our message.