the man in the atm...
... is asking you to change your ways. He, in partnership with Peru's BBVA Foundation, wants you to think about what it must be like to be one of the 7 out of 10 children in Peru that have a hard time reading.
So to make sure the message is clear, they intercepted people where reading really matters and where they would be ready to make a spontaneous donation... at the ATM.
Love this, though I wish the case study revealed how much money they raised.