Concept of the campaign is based on expressive wording that operates with a specific 'vocabulary' most frequently used in the travel agencies campaigns. The campaign has been launched in the period before the holiday time, when consumers were more likely to check trip offers. Due to this, the campaign was certainly noticed by substantial number of potential donors.

We decided that the campaign shouldn’t emotionally blackmail its target audience.On the contrary, we wanted they to feel the joy of saving a life.500 SKK (15 EUR) is enough to ensure medical treatment, food, accomodation, education, clothes and social programs.Timing was relevant to key message of communication ('LAST MINUTE' appeal) and time of booking holidays and vacations.