The goal was to target consumers of sporting goods and clothes, and raise their awareness of child labour. Activist groups put UNICEF's message right at the point of sale by replacing price tags on merchandise with flipbooks. While flipping, customers saw the barcode transform into the image of a little girl in a sweatshop. The flipbook features the headline "The real price is paid by others". The action reached thousands of consumers, compelling them to think about the consequences of buying the products.
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