Title: Loading
Client: Save the Children Hong Kong


To generate awareness on Save the Children Hong Kong. To encourage users to Join "Walk for Luck 2004" and help raise money to improve the way of life of children in rural China.

The client has no media budget. We used a viral e-mail with a link that opens a pop-up window. This pop-up has a single purpose: to keep the viewers wait and wait and wait until they shut the window. Then we hit them with a message - one that easily disrupts their emotional state and replaces it with another that drives them to take action.


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