The billboards show children in agonising situations. Terre des Hommes is their way out of the pain. A real rope is hung over the billboard, grabbing both the passer-by’s attention and symbolising the way out of the misery. The rope connects the third world with Switzerland. It shows there is no excuse to refuse helping.

Testing showed above-average awareness of passers-by both for the brand and for the specific topics of the billboards. Donations were above the donation level of previous years.