The film opens in a situation in which we would most definitely run and do something. The shocking image of a young girl in the middle of a busy highway in Athens. Her life is in immediate danger. We then “travel” far, to Africa. Sad, hard images of children also in danger, from abandonment, poverty, famine. The message is urgent. Not seeing the imminent danger in front of your eyes, doesn’t mean you don’t have to help.

When something happens far away, people consider it distant and feel that it cannot affect them. Only by seeing it in front of their very eyes, can they understand its true size and effects.Big stickers were placed on 200 recycle bins in Athens and Salamin with the key message “For millions of children around the world this is the daily meal”, written on the sketch of a plate, next to a fork and a knife. A call to action message was driving public to help children in developing countries face hunger through sponsorship.

Generation of word-of-mouth 130% increase in inbound callings for child sponsorship to Actionaid’s call center during this period.