In Peru illiteracy is a problem that effects seven out of ten children.
So to deliver this message and encourage donations towards a program to assist young people this brilliantly original campaign was created.
When customers inserted their card into a cash machine a message was displayed that was impossible to read. Whilst they were trying to figure it out a film, showing a man stuck inside a cash machine, appeared on screen. The film detailed the nation-wide problem and offered the customer a chance to donate there and then.