After long hot summers, the winter months take a violent toll on India’s poor who are often ill-prepared for the extreme cold. In addition, street children and beggars are a rarely-acknowledged blind spot. In response, Ogilvy & Mather, Bangalore dressed street children in their everyday clothes (made from discarded newspapers, sacking, cardboard) and photographed them walking a fashion catwalk. The juxtaposition of the usual in an unusual setting created awareness among the population. The campaign was executed as a series of posters and standees in corporate offices and churches with the goal of receiving 3,500 sets of clothes for New Ark Mission; the non-profit received over 6,000 sets of clothes and significant monetary contributions.

copy: To 33.4% of the population in Karnataka, garbage is fashion. Please donate your old clothes. New Ark Mission of India. 98452 81915. www.newarkmission.org