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Award: Wood Pencil

Wood Pencil / Mobile Marketing / Mobile Applications & Sites / 2011

Depaul UK is a charity that aims to keep young people off the streets and off hard drugs. It needed more donations from affluent, socially conscious 30-somethings, so we put a young homeless person in their pockets for three days. Or, more accurately, on their iPhones. For three days, the fate of ‘iHobo’ is in their hands. Treated well, he thrives. Left alone and uncared for, his inevitable decline into hard drugs usage plays out on their screens. After creating and building a sense of responsibility for him, the app prompts you to donate with a revolutionary one-click mechanism.

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