We created a rather unconventional commercial for ringtones and aired it on MTV. It begins initially as any other “ordinary” ringtone commercial – but the monkey dancing at the beginning turns quickly into a monkey in agony, dying an excruciating death at the end. A spokesperson commends the “Screaming monkey” and delivers another punch to the gut.At the end of the commercial follows an explanation: when you send a SMS to the number on the screen, instead of receiving a ringtone as standard, you will be giving a donation directly to the fight against animal experimentation.

The fundraising campaign began at the end of December and is currently still running.

Since the beginning of the campaign, the homepage from NOAH has recorded a noticeable increase in its traffic volume.Furthermore, many donations are being made to NOAH via SMS at the very moment when the commercial aired.