SINA Foundation

Make the poverty problem visible in Amsterdam

The campaign aimed to make the poverty problem in Amsterdam visible and create awareness around the work of the SINA Foundation, which works to help families in vulnerable situations. Many Amsterdammers are unaware that 1 in 5 of the city’s inhabitants lives in poverty.

Higuita translated this social problem into a powerful street image: an empty, bleak children’s bed was brought to life on digital screens. By scanning a QR code, viewers could donate directly, after which the screen showed a short video in which a SINA employee added a new element to the room, such as a lick of paint, furniture or lighting. The technology behind it was simple but effective: an HTML5 link recorded real-time donations and, upon receipt, automatically launched a personalised “thank you [name]” message, followed by a customised video. If no donation came, attention was subtly drawn via a finger pointing to the QR code. The setup was modular, so the room could be redecorated when they reached a minimal of 5 donations – enough for a full childrens room.

• Advertiser Stichting Sina
• Creative agency Higuita
• Period April 14th – 27th and October 13th – 26th
• Locations Dedicated Amsterdam Leideseplein and Kalverstraat
• Branch Non-profit