Stickers Collection

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How to reach Young Modern Performers during shopping

Background

Young Modern Performers (YMPs) are a social group that sets trends in shopping and consumption. They like to go out shopping. Therefore, if we as NGOs want to address this group with development education, shops and malls are a good place to do this. And what better time to choose for that than Christmas? Christmas is a time of peace and joy. It is also a season when families and friends get together around festivities to eat and drink, and, above all, shop. Hence, it’s one of the most “shopping season” dates on the calendar. It isn’t nice, but it’s true. And it is also true for our target group, YMPs,  who are like anyone else searching for presents. 

The challenge to be faced is: how can we reach our target group in shops during this holiday season? How to make sure that our message is strong, important, and unique? Our answer was: the 2010 MDGs Stickers Collection.