Links to innovative and interesting mobilisation campaigns that caught our eye (and yours) in the past few weeks:

Child abuse billboard contains ‘secret message’ not visible to adults


To try and do more than simply raise awareness of child abuse, the international nonprofit Aid to Children and Adolescents at Risk (ANAR) recently joined forces with the ad agency Grey Group Spain to create a public service announcement that both draws attention to the problem, and may actually make a difference.

Using a technology known as lenticular printing, Grey Group designed an ad that contains a “secret message” that is only visible from the POV of children (~4’4″). (Submitted by Katie Flynn-Jambeck)

Stop Coca Cola from curbing Australia’s Cash for Containers program


Beverage producers led by Coca-Cola have stopped effective government action across Australia to introduce a 10c refundable bottle levy. To drum up support for a national ‘Cash for Containers’ recycling scheme, Greenpeace Australia is running a successful campaign that’s collected 70,000 petition signatures, and compelled 10,000 peopel to e-mail their local MPs.

Soccer video sends powerful deforestation message to Brazilians


To show that every four minutes an area equivalent to a football field is deforested in Brazil, WWF-Brazil in partnership with the agency Grey 141 launched an unusual tactic aimed at football fans. During the rerun of a football game of Brazilian women on TV Bandeirantes, the  the color of the lawn and game field gradually changed from green to brown.

At the end of the game, viewers received the following message: “Every four minutes a football field is cleared in Brazil. Visit the site ( to learn how to help. After the game, access to the website increased 73%. People are more aware of the problem of deforestation. And Brazil won on and off the field.

Unicef’s Little Bet on Pinterest


While not a new campaign, we still love this creative approach to Pinterest. Created by UNICEF, the fictional Pinterest profile of Ami Musa features the less-than-luxurious desires of the 13-year-old girl from Sierra Leone. On a board called “Really want these,” Musa has pinned an image of hands holding plain rice, a rusty faucet and running water.

Read Beth Kanter’s blog as she interviews Unicef’s head of digital engagement Laila Takeh to learn more about their cost-effective experiment to raise awareness using Pinterest.

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