The All India Council for Mass Education and Development (AICMED) wanted to spread awareness, among children, about the perils of global warming. Not only that, they wanted to communicate in a participative way.

What Ogilvy Kolkata came up with was something brilliantly simple and totally cool. Knowing that children can't resist ice cream, AICMED partnered Rollick Ice Cream and created ice creams with special sticks. These were then distributed at schools.

As the children ate the ice creams, an image on the stick was revealed - a lifeless polar creature, together with the stark message 'When polar ice melts, they die. Stop global warming.' The children were then directed to a website to find out what they could do.

Following the promotion, 91% of all participating children vowed to prevent global warming. The website received over 10,000 hits. And over 300 children joined AICMED as summer volunteers.
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