The star of the project is the ITB Asia Stickman (pictured left), a smiling, bendable rubber figurine in the signature ITB orange. Together with 99 other custom-made fellow stickmen they are available for adoption at this year’s show. All donations will go to Operation Smile Singapore.

Exhibitors and delegates are encouraged to take photographs of the little orange models in different cities as they travel around the world for business or leisure, and upload them on to a dedicated ITB Asia Stickmanphotoblog, or through submission by email to [email protected]

ITB Asia pledges US$10 for each of the first 250 photographs uploaded, to Operation Smile. This is a not-for-profit, volunteer medical services organisation. which provides reconstructive facial surgery to indigent children and young adults. The money raised will go towards funding seven life-changing operations.

This project is the brainchild of Nino Gruettke, ITB Asia’s executive director (pictured right).

“With close to 7,000 delegates from 60 countries expected to attend the show this year ITB we want to tap on their experiences and take advantage of the viral nature of social media outlets to contribute as an industry towards the fantastic work done by Operation Smile Singapore.”

The success of this fund-raiser hinges on the concerted efforts of everyone who owns an ITB Asia Stickman, Gruettke added.

The ITB Asia Stickman project will take place over a year, from October 19, 2011 until ITB Asia 2012, or when the target of 250 photographs has been reached.

• ITB Asia is held at the Suntec Singapore Exhibition & Convention Centre, 19-21 October, 2011. It is organised by Messe Berlin (Singapore) Pte Ltd and supported by the Singapore Exhibition & Convention Bureau.