We decided to use a metaphor in order to put poverty in perspective for people in their everyday lives. The first hot-dog was sold within three minutes, which created huge interest. Out of frustration and direct philanthropy, a young woman shortly thereafter bought two. We did not encourage the sale of hot-dogs, although the revenue went directly to UN-related beneficiary purposes. In total we sold 18 hot-dogs.

The campaign was acknowledged by media all over the world and the message reached almost 8 million of Sweden’s more than 9 million citizens.