By creating a unique, valuable cultural content and unique design item, and because the whole project was serving not a commercial, but a social cause, we managed to avoid any restrictions that usually apply.

In cooperation with the Red Cross of Serbia, we created a special edition of New Moment Magazine for art and advertising. Most prominent artists and authors from the Balkans contributed with the originial content, created to support the message "For life without weapons".

Each issue of the magazine was individually shot with a real bullet ant the resulting hole was treated as a part of the magazine design. At the last page of the magazine, the bullet symbolically "shot a gun", at an ad for Red Cross of Serbia specifically created for this issue.

The magazine was delivered to all influential media and officials. Apart from that, it generated a massive, spontaneous media coverage, which further contributed to realization of the campaign goals.

The campaign raised public awareness about the problem and the necessity for the Law to be changed for 12,7%.

Massive and spontaneous PR coverage exceeded 758 000 EUR.

Disarming and the problem of an easy access of weapons became a hot topic in public debates.

Most importantly, a new, much more restrictive Arms and Ammunition Law was passed in the Serbian Parliament. It will significantly reduce the amount of weapons on the streets and - save numerous lives in the future.