The call for young voices was made through 6 clear words: Your church. Your voice. Your stage.

The 'branded entertainment' was lived through branded songbook covers, bookmarks and small posters, all featuring Saint Cecilia, the patron of church music, in classy blue design to reach the middle-aged audience and bright magenta design to appeal to the younger ones. The audience picked the free song books which had never been branded before and engaged with the message.

Invested Budget: €359 for production, €0 for media space. The church counted 400 visitors, 100% captive audience. Word spread fast, 5 more villages immediately followed the initiative, adding 1500 more church attendees. Hanging up posters in every school in the area motivated pupils to participate. Music teachers prepared them for the casting, taking place on May 3rd with local TV and press reporting on the church's initiative. The priest’s statement: It is a small step for a village but a big step for the church.