The assignment was to find a target that would listen to the topic of seal clubbing instead of looking away. The solution was a free children’s e-book, which tells the story of Robin the baby seal. During the story the seal gets killed by a Canadian fur hunter. But this was not the end. Children and their parents could change that, by clicking on a link on the last page, which leads to a purchasable version of the e-book. Every purchase is a donation to NOAH against the seal hunt. The result: 52 % of people downloading the free version bought the purchasable one and so donated automatically to NOAH.

The children's book is an interactive e-book, that was offered for free in the iBook-store. The free version was offered to get attention and the purchasable version to generate donations.

52 % of people downloading the free version bought the purchasable one and so donated automatically to NOAH.