IACT College
Yap Ju Lian
Edukasih
‘Poverty Is Okay’ is a campaign created to help the urban poor children. We created a brand called Edukasih, dedicated to help children living in low-cost flats (LCFs) break out of poverty through education by providing free tuition, recreational activities and space beautification. To get people thinking about the urban poor children, this campaign begins by poking at the moral compass of the target audience with a series of ads written in provocation and strategically placed to attract their attention. The ads are executed in a tease and reveal method, some immediately, some after a week. Then, with the QR codes on the reveal ads, the audience will be redirected to the campaign’s website where its full context and intention is revealed. There, they will be encouraged to contribute to the campaign through volunteering or donations. This, provoke, reveal and call to action approach will be appropriated to other mediums such as social media and film.
Creative Team: Neo Yae-Ber, Timon Tan Khai Shin
Photographer: Ravin Shanmugarajan
Talent 1: Caleb Jasiel Jitt
Talent 2: Abhishek Joel
