Since the client wanted a strong image that would shake the public we thought about adding a disturbing element to the Christmas celebration. When we came up with the idea of the "manger" it was very clear for us that this was the image our client was seeking. Yet we believed that the image was too powerful to use in a mass reaching media so instead we developed a "Christmas card" that would be sent directly to the public. This made the ad more personal, reducing the risk of offence caused by public display.

The client was very pleased with the results of the ad. She reported receiving an invitation to a local radio station to discuss the strategy of the piece. She also mentioned receiving various phone calls concerning the ad. Amnesty International even received a phone call to denounce a case of child abuse.