Today, nearly 100 million children around the world don’t go to school. Kinokuniya is a big bookstores chain present in several countries with more than 80 stores worldwide. Education is the only way for some children to avoid a life of poverty and hardship. Specialized bookends were created - one representing the child and one the dangers related to poverty such as child labour and human trafficking. This became the centerpiece of a bookstore fundraising event. Each time a book was bought, a copy was placed on a shelve between the bookends symbolizing the education keeping children apart from dangers of poverty. The campaign was relayed in newspaper and online banners contributing to raise money and to spread the message about the power of education for children