We engaged our target into the fund-raising campaign by dramatizing the issue of children living on the streets and underground, presenting an exaggerated situation that will soon become reality unless we prevent it from happening: we created 1,000 underground homes of 1,000 abandoned kids and we placed them along the usual way of our target to and from their office. Therefore, the city's sewage and the subway stations became homes, playgrounds, or places to eat and sleep belonging to the abandoned children. And when our target reached their offices, they found our DMs, which also called for action to give our children the chance to a proper life. On-line messages were delivered during lunch time, when our target surfs the internet, thus maximizing their engagement with our idea.

We registered 11% response rate at Direct Mailing.

As a result of the whole campaign, 24.000 people directed their 2% of the income tax to World Vision during the first month of the project, which is still ongoing by May 15, 2011, helping the organization create access to education, home and healthcare for more than 1,000 children.From now on, every additional form means additional hope for more children then we dreamed to help.