In Belgium, fashion chain C&A; has run inside its stores a guerrilla marketing campaign to support Unicef. The initiative, created by Publicis Belgium, aimed at collecting money for the young victims of the recent terrible earthquake in Pakistan. As you can see from the pictures below, as series of clothes made out of Pakistani newspapers were hung around the store, featuring the message: "Is this the only thing homeless Pakistani children will wear this winter? Help them with a gift at the pay desk".

[via Houtlog]

This is so exciting and has powerful stopping power.

Great campaign!

Posted by: Sara D'amore at January 14, 2006 09:31 AM

Developping a guerrilla marketing campaign needs an innovative creative project.

In this case, UNICEF has been great!

Posted by: Andrea Signori at January 16, 2006 05:50 PM

One of the hallmarks of Guerrilla Marketing is that instead of using a lot of money, it takes time, energy, imagination and knowledge. This campaign is a great example of that, will definitely get people’s attention and should be very successful. The campaign also shows that Guerrilla Marketing can be used in ways that are beyond what people would consider “marketing.”

Doc Pratt,
Certified Guerrilla Marketing Coach, Knoxville, TN

Posted by: Doc Pratt at January 16, 2006 06:27 PM