At first sight, the fake plastic landmines look completely realistic. The problem was turned into the medium. The target group – that is, the parents in the playgrounds – was confronted unawares and directly by the medium. A higher level of involvement can hardly be achieved.

During the run of the campaign and afterwards, the feedback was enormous. Parents requested info material from Misereor, the click rate on the MISEREOR home page saw a considerable increase, the local press covered the campaign, people interested in finding out more got in touch, and the campaign managed to generate extra contributions.