Branded entertainment in Portugal is pretty much reduced to participation in TV shows and sponsored events, not for legal reasons but because of the advertising media profile.

Regarding to social causes, branded content has evolved during the past few years, but most campaigns are still using only traditional media such as TV and magazines.

Placed among ordinary artwork, each painting had a singular red pattern and its description revealed its story: 'Student gang-raped and killed', 'Reporter executed by terrorist group' and 'Young girl, victim of a stray bullet'. Below each description, a QR-code triggered a video showing how that painting was done.

The exhibition began in Lisbon, where the ballistics tests happened. Then it moved to New York, to be strategically displayed in places where UN diplomats were.

Plus, the exhibition also had an online version at shouldntexist.com, so others could have the same experience.

- Through controlarms.org/takeaction, the cause reached 143% of its goal on Thunderclap, spreading its message through 814,697 people simultaneously via Facebook posts and tweets.

- Media coverage and repercussion: SIC News Channel, iOnline Newspaper, several blogs and websites.

- Arms Trade Treaty approved on April 2th by U.N. diplomats, with a contribution of Control Arms.

- During this year, governments will have to ratify it and the exhibition will keep on moving to pursue its implementation.