Save a life. Text a coffin away.

Since people tend to close their eyes and ears when they see or hear about starving children, MSF Sweden wanted to do  something different. During one week over 1300 child coffins were spread around Stockholm. They were placed both in obvious and on unexpected places. Every coffin had the message "Save a life, text a coffin away". The effect of seeing a child coffin in your everyday environment was immediate. The PR and the monetary goals were reached within two hours. As people donated money with their cell phones, the coffins were removed from the streets one by one. The people of Stockholm could literally see that they were saving lives.