The shopping basket caused great impact since the moment people took it. The graphic image was very easy to understand, and the copy "Feed Hope To Thousands Of Children" offered the opportunity to give help to children in need.

One kilo of help was created by the IUVE foundation, a non-profit organization, that found help of purveyors to develop the programme at no cost.With this action, an average of 15 donation cards were activated everyday, in each cash register, in over 120 stores in the city.