El Monstruo: vanquishing the monster with a text
El Monstruo is a partnership between UNICEF and ING Direct to promote donations to schools in developing nations. The site takes you on an animated journey into the lives of a group of schoolchildren – who are being chased away from their school by a ferocious monster. As El Monstruo chases you to the precipice of a cliff, the interactive storytelling comes in. An option to donate €1.20 to the schoolchildren (i.e. UNICEF) via SMS appears on screen. If you choose to donate, the animation continues with a happy ending – if not, well… The monster is a simple metaphor representing the barriers many schoolchildren face getting their education, and involving the site visitor in this way gives them a more immediate reward for their generosity. It’s using interactive design in a way that really reaches out to people’s sense of empathy.Slavery Footprint: follow the steps

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Saijo George
Saijo George works an SEO Strategy Director for Melbourne based award winning marketing agency Supple. When he is not reading up on web design and digital marketing, he is either working on side projects OR playing Helldivers / Hearthstone / Call Of Duty. You can find him on twitter : @Saijo_George and LinkedIn
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