Innovative Outdoor Installation
For Brand Awareness:
Helpage India (2005)

To raise awareness and drive donations for Helpage India by highlighting the plight of elderly individuals who require physical, emotional, and financial support to survive.

The installation drew inspiration from everyday life, particularly the way old trees along roadsides often fall due to age and adverse weather conditions. This imagery served as a metaphor for elderly humans, showing how they too need support to stand strong in challenging circumstances.

We installed white support boxes beneath aging tree trunks across key locations in Delhi NCR. from a distance, The installation created the illusion that the trees were still standing tall due to the support provided by these boxes. Each box bore the Helpage India logo, featuring an elderly figure, and included a call-to-action: “support the elderly. donate today at [website].”

• Subtle Messaging: The installations conveyed the message powerfully without the need for extensive explanation. the visual metaphor of “supporting old lives” resonated instantly with passersby.
• Dual Purpose: Beyond raising awareness, the installations served a functional purpose by genuinely supporting the aging trees, reinforcing the campaign’s sincerity.
• Long-Term Impact: The installations remained in place for over a year, ensuring prolonged visibility and continuous engagement with the target audience.

• Increased Traffic To Helpage India’s Website.
• A Noticeable Rise In Donations, Thanks To The Poignant Connection Created By The Installation.
• Enhanced Brand Awareness And Positive Associations With Helpage India’s Mission.