Everest Y&R came up with a great viral campaign for Support, a non governmental organization registered as a charitable trust in Mumbai, India. Their campaign to bring awareness to homeless children was a huge success in coffee shops around India, and got good coverage throughout the world media.
By simply slipping these cutout children into existing table tents, their message was delivered to a captive audience with minimal impact on the community – exactly the way guerrilla campaigns should go down.
The text reads:
Over two lakh children live in places you can never imagine. Help the Children. Donate.
I think it’s important to show that guerrilla marketing efforts should still be implemented when the situation calls for it, despite what happened in Boston two weeks ago. Campaigns like these resonate strongly with an audience who is increasingly turned off by TV, print, and email advertisements.