The document proposes a strategy to motivate regular charitable donations by breaking large medical treatment costs into small, affordable donations. It suggests turning shopping cart coin locks into donation boxes by giving people the option to donate their 2 ruble deposit rather than retrieve it after shopping. This makes donations convenient since shopping is a frequent activity, helping to instill a culture of regular charity and encourage more people to help seriously ill children.

1. TO INSTILL A CULTURE OF
CHARITY.
TO ENCOURAGE PEOPLE TO HELP
SERIOUSLY ILL CHILDREN ON A
REGULAR BASIS.
Challenge

2. USUALLY THE MEDICAL TREATMENT NEEDS
HUGE AMOUNTS OF MONEY THAT SEEM
IMPOSSIBLE TO COLLECT AND EVEN IF YOU
DONATE MUCH IT WON’T HELP. IT
DEMOTIVATES AND THE PERSON DOES NOT
DONATE ANYTHING.
Insight

3. STRATEGY
Even a very large amount of
money can be collected if you
break it into small parts. It will
need just more people to collect it.
That’s why in all materials we will
show not the huge amount of
money that is needed to collect
but the small fixed price for
donation that everyone can afford
- only 2 rubles.

4. ONLY 2 RUBLES ARE
NEEDED TO SAVE THE LIFE
Idea

5. ACTIVATION
In the supermarkets there are the shop trolleys that
you can use only if you insert 2 RUB in the locking slot.
If you bring the trolley back to its place after the
shopping you can take your money back.
We will turn the shopping trolley coin lock into
the moneybox for donation.
You put 2 RUB in the trolley, go shopping, when it’s done
you decide if you take money from the coin lock of the cart or
leave it as a donation.

6. HOW DOES IT WORK?
The coin lock mechanism will be improved with the
inner space where the coins left for the donation will
get into.
When you return the cart and the coin comes out if you
want to leave it as donation you need just to push it
back in the coin lock so it will get inside the inner
moneybox.
The collected money will be taken out from the coin lock by the
supermanket employees in the end of the day.
For more information we will invite the people to visit UNIHELP
website.

7. WE NEED TO TEACH PEOPLE TO MAKE THE
DONATIONS REGULARLY.
SHOPPING IS ONE OF THE MOST FREQUENT
THINGS PEOPLE DO.
BY THIS COMMUNICATION WE WILL GIVE TO
PEOPLE THE EASY WAY TO DONATE.
Why will it work?

8. SUMMARY
CHALLENGE
To motivate and teach people to donate
regularly.
INSIGHT
The treatment usually needs a lot of money.
So big numbers seem impossible to collect
and demotivate people to donate.
STRATEGY
To break the big sum of money needed for the
treatment into the small peaces so it will
seem affordable to donate and to collect.
IDEA
Only 2 rubles are needed to save the life.
ACTIVATION
Turn the shopping trolley coin lock into the
mailbox. So while the returning the cart
people will be able to donate the 2 ruble coin
instead of taking it back.
WHY WILL IT WORK?
It will teach people to donate regularly
because shopping is one of the most frequent
things in the life. So every time they go
shopping they will have the opportunity and
easy way to donate.