China Foundation Donation Box

The China Foundation of Poverty Alleviation is the country's largest NGO specialising in poverty reduction. The CFPA sends clothing to poverty stricken regions. But there's never enough to go around. To motivate more people to give clothes to the poor, Ogilvy & Mather Beijing produced new donation containers that featured life-size portraits of real children so that, when donors dropped clothes in, the children appeared to wear them. By helping donors immediately see the difference they're making, the campaign saw a dramatic increase in donations.