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BACKGROUND: many babies became orphans after an earthquake; they were not adopted by new families because citizens didn't know the process of adoption. IDEA: we made unique T-shirts with a baby picture for staff’s working clothes of the public campaign, and also distributed the T-shirts to applicants and donors. RESULT: the campaign greatly attracts citizen’s attention through interpersonal communication of the special media, further easy spread to communities, schools, shopping malls, commercial office buildings and other occasions through fluidity of media. A week later, the host received many calls.
Shanghai Civil Affairs Bureau