Master MoltyFoam initiated its Social Concern Campaign with a Moto: How important a Good night sleep is? Homeless people generally laborers from rural areas work hard during the day and sleep at night on pavements because they earn below par. Master MoltyFoam placed convertible billboards that advertise during the day and with a flick of a hand becomes bed at night. The beds are placed across 9 cities of Pakistan including Multan, Sheikhupura, Gujrat, Rawalpindi, Daska, Faisalabad, Sialkot, Gujranwala, Lahore. Although a copy of BBDO’s CSR campaign, the initiative is still worth mentioning as in the last 6 months, 40,000 Laborers are sleeping a little more peacefully every night. The campaign is entitled as ‘Help bridge the Divide’ and is conceptualized by the creative agency BBDO.