Campaign Spotlight: Clever Cash, A Social Project That Is Designed To Feed Poor Children, And Educate Them At The Same Time.

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In 2017 alone, 2.5 million children dropped out of school in Indonesia. Poverty is the main reason. Instead of school, kids resort to making money on the street. This cycle continues and eventually they lose all interest in studying.

Together with the NGO Save Street Child Sidoarjo, Hakuhodo Indonesia created “Clever Cash” campaign to combat poverty, specifically to kids in the young schooling age.

Working alongside school teachers and volunteers, we visited less fortunate families in the slum and distributed Clever Cash notes to children willing to give school another chance.

There are 8 designs of Clever Cash in total, each Clever Cash note is printed with questions based on textbooks. The questions are easily solvable with the help of their textbooks or from teachers. The Clever Cash with completed answer can be used to buy food at school canteen, as good as using real money, but in a fun and educating way.

A website was created for more organisations and companies to pledge their support, download and print the Clever Cash notes for their own project use.

“We are happy and proud of Hakuhodo Indonesia for making the Clever Cash a great solution to combat poverty. Clever Cash is now open to the world through Clever Cash website. We welcome all organisation or company to work with us, with the support of Hakuhodo Indonesia to localise Clever Cash notes and design according to each country.” said Dwi Prasetyo, founder and General Coordinator of Save Street Child Sidoarjo.

The organisation believes that education is key in tackling poverty. Clever Cash is a simple and sustainable solution to this problem, especially young children in less fortunate families. The main objective is to sustain interest in study for these children, and also bringing as many of them as possible back to school.

The Clever Cash campaign just picked up a Graphite Pencil in 2019 D&AD, in its Experiential category.