How to make this topic the talk of the town? We spread the message all over the city with a specially tuned baby monitor. It was technically prepared with a sound chip to play shocking content: a dialogue between a boy and his client. Hundreds of baby monitors let the reality speak for itself. From local public transport stations to shopping streets, the baby monitor was almost everywhere: on the radio, in newspapers, blogs and chats. And people were shocked and willing to donate.

The campaign attracted massive attention in media and public for the first time. The donations raised €28,000, quite a lot in relation to the small budget and the small acceptance for the topic. And a great sum that helps the organisation to support those young boys in dealing with their lives.