The billboards show children in agonising situations. Terre des Hommes is their way out of the pain. A real rope is hanged over the billboard, grabbing both the passersby's attention and symbolising the way out of the misery. The rope connects the third world with Switzerland. It shows there is no excuse to refuse helping.

Testing showed above-average awareness of passersby both for the brand and for the specific topics of the billboards. Donations were above the donation level of previous years.