CHALLENGE

To draw awareness to childhood starvation and the need to support UNICEF's work.

INSIGHT

Public mood against Blaine, his apparently pointless challenge and his flippant attitude towards hunger. Tap into that mood and use it to highlight the serious nature of real starvation.

SOLUTION

To hijack the publicity surrounding Blaine's exit from the box by placing 23' x 6' banners along the perimeter fence on the day of his release.