An abandoned baby carriage at a public spot with a crying baby at -25°C. How many people would intervene?
It’s a new social experiment done in Russia for a charity Garage Sale.
Only 10% stopped and cared for the baby. Each of them received a message: “Abandoned children can not ask for help, but it does not mean that they do not need it” and an invitation to a charity Garage Sale of second hand goods.
Advertising agency Red Pepper made a video about the experiment. This video got a lot of free media on Internet and was shown on TV. A great way to contact the target audience with instruments without having any advertising budget.
Charity Garage Sale
Creative Director: Danil Golovanov, Nikita Harisov
Art Director: Julia Uzkih
Copywriter: Ivan Sosnin
Production: Evgeniy Kharchenko
Producer: Ekaterina Golovkina
Music: Metric - Lost Kitten