In Peru an astounding seven in ten children have trouble with literacy. With a problem so significant, something needed to be done to get people’s attention and raise awareness of the issue.
BBVA Foundation’s “Reading is Being Ahead” program did this by placing a video of a man inside an ATM machine to deliver the message in one of the moments when people are simply forced to read what’s on the screen.
Thousands of ATM’s across the country were installed with the video explaining the literacy issues, and gave users the option to donate through the ATM. Once the message was delivered the normal ATM screen appeared and people were able to continue with their transaction.
This was an interesting stunt to raise awareness of the illiteracy issues in the country, but when it comes to personal finances some may not have liked their privacy to have been ‘invaded’.
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