The 'Little Guy' by BBVA is a groundbreaking campaign which took advantage of a social problem to create social good.
After creating a very inexpensive video explaining the literacy-promoting campaign, the bank integrated the clip into its ATM machines so that it would play when an unreadable screen would pop up on the device. The actor explains the statistics surrounding the issue of literacy in the country, and prompts customers to make a donation using the ATM. Effective and truly in-your-face campaigning, this is an extremely direct approach to raising funds for a good cause. The reactions to the ATM stunt were immensely positive, and the strategy raised a great deal of awareness and money for literacy.
Proving that teaming up with large companies can be a huge advantage for a cause, this campaign is a smashing success sure to inspire other causes.
Bank-Based Literacy Campaigns
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