The idea was to use people's voice mails as the medium to promote these activists causes. It began at Amnesty International's web site, where people where invited to record a message from one of the activists as voice mail. By doing that, callers who reached these people's voice mails would not only listen to a regular greeting message, but to a help request from one of the activists, urging them to help and also to record the same message on their own voice mails, helping to spread the message.

.The impact of this integrated campaign is being very positive, and people are embracing the cause. The campaign delivered and is still delivering the message in a very cost effective way, since the main media space for the message doesn't have to be purchased. It's being donated by people who are hit by the message and decide to be a part of those who help. Since Amnesty is an NGO, no profit or sales records have increased. But the most valuable asset for them, which is to bringing new people to join and help, is growing every day.