To create social awareness for the education of underprivileged children and encourage people to help them using ambient media. Instead of giving out phone numbers or bank accounts for donation, they created a useful product: a bookmark. It features a child's hand, gesturing help from others. After this bookmark's success, they came up with others. This time, each bookmark had a hand gesture, wich was related to the book it was placed in. A hitchhiking hand gesture in travel books, a mudra hand gesture in meditation books, a peace hand gesture in war books, even a Vulcan salute for Star Trek books... The bookmarks were exhibited inside the books and sold near the cashiers.
Agency: TBWA/Istanbul & TBWA/Hunt/Lascaris, Turkey.