Digital Media

Bronze
CAMPAIGN
Donate My Lunch
AGENCY
TBWAIndonesia
CLIENT
Yayasan Komunitas Sahabat Anak Indonesia
BRAND
NGO
DETAILS
During the holy month of Ramadhan, people are more receptive to charity and donations for good causes, but most of the charity organizations follow conventional path. Yayasan Komunitas Sahabat Anak Indonesia, YKSHI (A small non-profit charitable organizations for street kids) reached out to  21st century moslem millennials, by starting a conversation in E-commerce platform, disrupting the conventional way of collecting donations.
 
During Ramadhan, Most Moslems fast from dawn to dusk. Traditionally, during lunch breaks people would continue working or take a nap, but we noticed recent change in trend, online savy Indonesians are shopping online during lunch breaks. E-commerce sites also noticed the trends, promotion and discount flooded e-commerce/marketplace during lunch breaks. And it sparks a thought in our mind: Can we utilize E-Commerce for greater good? This was the trigger that inspired us to create an online restaurant for YKSHI, to encourage people to buy foods for street kids with their unused lunch money online, spreading the goodness of Ramadhan.
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