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From billboards to beds!! This idea has changed so many lives :)

Levina

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I think this idea is awesome and that more such initiatives should be taken (not just in Pakistan but outside it too). I'm sure the homeless labourers must be thankful to the person who came up with this idea.
I had to share it here. :-)


From billboards to beds: Master Moltyfoam leverages outdoor in unique way




October 24, 2014
BBDO Pakistan, in collaboration with Master Moltyfoam recently launched an outdoor campaign with a social purpose. The campaign involved installing billboards for Moltyfoam that could be converted into beds at night. These convertible beds have been placed across nine cities including Faisalabad, Gujrat, Gujranwala, Lahore, Multan, Rawalpindi and Sialkot. The idea is not entirely new; BBDO Pakistan first launched a similar outdoor campaign in June 2013 to advertise the agency itself.

Aurora caught up with Madeeha Noor, Executive Creative Director at BBDO Pakistan to find out more about the campaign.

But first here’s a look at two videos used to highlight the campaign. The first video is from June 2013 when BBDO used the idea for itself, while the second shows how the idea was leveraged for Master Moltyfoam.

On the objective of this campaign: “To use the ‘big bad world of advertising’ to do a bit of good – not just advertise but advertise in a way that makes a difference.”

On executing an idea for Master Moltyfoam which had previously been done by BBDO to advertise itself: “We had pioneered the project on a small scale as an agency initiative limited to two boards in Lahore. Master Moltyfoam was so inspired by the idea that they proposed investing in multiple beds across Punjab to make it even more impactful. Businesses worldwide are moving towards giving something back to the society – this is a small step and only the stage one of installing more beds in near future.”

On factors taken into consideration when choosing the installation sites: “[We chose] larger towns where people from nearby satellite localities migrate to, looking for manual work. Installations were done after earmarking areas where labourers generally congregate to sleep at night. Many such localities exist in bigger cities – we simply identified the key ones.”

On the total number of beds/billboards installed overall: “[The beds were installed in] nine cities – 20 beds installed initially, with over 200+ beds in production ready for installation by November.”

On the total duration of this campaign: “It started in June 2013, was picked up by Master Moltyfoam in 2014, and is currently ongoing.”

On measures taken to ensure the maintenance and hygiene of the beds: “The padding was done with Rexene, which is long lasting, durable and most importantly withstands all outdoor conditions with minimum upkeep.”

On CSR initiatives in Pakistan: “Pakistan is a country which is constantly portrayed in an intensely negative light. We believe even when we do a little something here that helps people, it goes a long way.”
 
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Simply brilliant and out of the box thinking :). Great Idea.
In the beginning I thought the video was shot in India and then I realised it was Pakistan. I hope such initiatives 're taken in India too.
The video claims that this idea changed lives of 40000 ppl,which is incredible but at the same the realisation that so many ppl 're homeless makes me sad.
@nair @seiko @SpArK @kurup @DRAY @utraash @Horus @RescueRanger @syedali73 @Pomegranate @Spring Onion @Slav Defence @S.U.R.B. @halupridol @Leader @Razia Sultana @Bang Galore

@Mugwop @thesolar65
I forgot to tag members in the OP :)
 
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In the beginning I thought the video was shot in India and then I realised it was Pakistan. I hope such initiatives 're taken in India too.
The video claims that this idea changed lives of 40000 ppl,which is incredible but at the same time it makes me sad that so many ppl are homeless.

@nair @seiko @SpArK @kurup @DRAY @utraash @Horus @RescueRanger @syedali73 @Pomegranate @Spring Onion @Slav Defence @S.U.R.B. @halupridol @Leader @Razia Sultana @Bang Galore

@Mugwop @thesolar65
Half of them were heroin addicts they should be in jails
 
In the beginning I thought the video was shot in India and then I realised it was Pakistan. I hope such initiatives 're taken in India too.
The video claims that this idea changed lives of 40000 ppl,which is incredible but at the same time it makes me sad that so many ppl are homeless.

@nair @seiko @SpArK @kurup @DRAY @utraash @Horus @RescueRanger @syedali73 @Pomegranate @Spring Onion @Slav Defence @S.U.R.B. @halupridol @Leader @Razia Sultana @Bang Galore

@Mugwop @thesolar65
cudnt watch the video,,,,what is it ??
somthng like a bed attached to billboard?
 
In the beginning I thought the video was shot in India and then I realised it was Pakistan. I hope such initiatives 're taken in India too.
The video claims that this idea changed lives of 40000 ppl which is incredible, but at the same time it makes me sad that so many ppl are homeless.

@nair @seiko @SpArK @kurup @DRAY @utraash @Horus @RescueRanger @syedali73 @Pomegranate @Spring Onion @Slav Defence @S.U.R.B. @halupridol @Leader @Razia Sultana @Bang Galore

@Mugwop @thesolar65

I like the advertisement ideas of Indian ad industry, but this one is true genius.


Situation can improve if Governments can regulate the Corporate Social Responsibility, there are many corporations that can contribute in building schools, medical centers or help improve sanitation etc. And these corporations have many geniuses employed that can come up with brilliant ideas about CSR.
 
In the beginning I thought the video was shot in India and then I realised it was Pakistan. I hope such initiatives 're taken in India too.
The video claims that this idea changed lives of 40000 ppl,which is incredible but at the same time it makes me sad that so many ppl are homeless.

@nair @seiko @SpArK @kurup @DRAY @utraash @Horus @RescueRanger @syedali73 @Pomegranate @Spring Onion @Slav Defence @S.U.R.B. @halupridol @Leader @Razia Sultana @Bang Galore

@Mugwop @thesolar65

Thanx for tagging me @levina from the look of it , it is definitely Lahore .... and i m resident of this city , Many people from different part of the Pakistan comes here for work and it is not easy to find residence here hence they end up sleeping at footpaths, this is really great initiative to build up those beds for such people .........The problems remains the poor are becoming more poorer and rich are becoming more richer .........due to inequality in tax systems .
 
Situation can improve if Governments can regulate the Corporate Social Responsibility, there are many corporations that can contribute in building schools, medical centers or help improve sanitation etc. And these corporations have many geniuses employed that can come up with brilliant ideas about CSR.
I like what ppl like Imran Khan have been doing, SKMCH is a good example.
 
How that contributes to rich becoming more rich and poor becoming more poor?
Bro m lawyer ... if there would be inequality in tax , and you wont tax the richer more than the poor so what would happen ?? the government need to tax the richer heavily and stop the direct taxation on items that would effect the poor .
 
Bro m lawyer ... if there would be inequality in tax , and you wont tax the richer more than the poor so what would happen ?? the government need to tax the richer heavily and stop the direct taxation on items that would effect the poor .

Bro I have no objections on your qualification, but you clearly are misguided here. Tax laws have lot many loopholes but the one you are implying is not right.

Do you know what is the current exemption threshold for Income Tax?
 
Bro m lawyer ... if there would be inequality in tax , and you wont tax the richer more than the poor so what would happen ?? the government need to tax the richer heavily and stop the direct taxation on items that would effect the poor .

I'm not much of an economist, but isn't taxing the rich heavily bad? The money we're taking away from them would have helped create more jobs, as the rich continue to invest money into capital goods, right?
 
the government need to tax the richer heavily and stop the direct taxation on items that would effect the poor .
The rich should not be taxed extra because they 're rich.
Increasing job opportunities might go a long way in reducing the gap between poor and rich.JMHO!
 
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