In Indonesia, huge challenges like malaria and diarrhoea are far from new, and far from over. Unfortunately, bad news doesn’t end up there. After decades of being exposed to this reality, even caring people become immune to it. We realized that in order for our message to be seen, our best chance was to hide it.

We decided to appeal to people’s humanity when they were not expecting it: when asked to prove they're human. We partnered with local online communities and websites and put the plea of Indonesian children right in front of potential donors, capturing their undivided attention. Once users wanted to sign up or leave comments they got an unusual message. The captcha was not the regular captcha anymore, but the use of it as a new one on one media. An invitation to donate towards a good cause and help Indonesians in need of a helping hand. Messages like “Save Mikael from malaria” or “End deaths from diarrhoea” broke the –ironically robotic- way in which people wrote captcha texts daily.