Cambodia's Hidden Danger
Every 21 minutes, another man, woman or child becomes a landmine victim in Cambodia. Remnants of two decades of brutal war, an estimated 50 million landmines are still hidden just below the surface of Cambodia's land.
To bring this staggering statistic home to an otherwise apathetic population, I designed hundreds of CDs to look like grass. They were left in city gardens and on park grounds, haphazardly and without discretion - but directly in people's paths. Just like real landmines.
The CDs told the personal stories of some of Cambodia's landmine victims, further helping the finder to empathize with their plight. A prominent call for donation appeared on the CD and in the content.
Almost all of the CDs were recovered by park goers. The few that never were picked up, we eventually found and removed.
While only directly reaching a few hundred people with this high-impact piece, the resulting media and WOM helped multiply the effect of the message.