In order to meet its goals and obtain the necessary support, people were converted into the real protagonists of the achievements as well as of the campaign.

Different typographies were used to compose one message to reflect the millions of voices that have contributed to the fight against extreme poverty. The great achievements occupied the key visual weight that they deserved, and a happy range of colours was chosen, in accordance with the optimism of the cause.

In less than two weeks, the campaign impacted more than 28 million people. “And you didn’t even know” reached the five continents, 122,000 messages of support were generated in the social networks, and numerous opinion leaders echoed the cause.