Copy: Kids should make drawings not shoes. Save a child (phone number.)
I can imagine getting home and opening up my nice new pair of shoes, and being all excited to put them on, only to find this message crumpled up inside. Sheesh. Kind of a downer. But hey, it's creative. While I enjoy this sort of thinking, I have to wonder if any consumer would ever call the number. Or will they just re-crumple up the paper and throw it away, slightly annoyed. Engaging consumers when they least expect it can be a welcome surprise or it can back fire. This one, although quite powerful, seems to be on the line. Your thoughts?