Our creative idea was to use people as the medium and the message. In an unprecedented event that grabbed the attention of an estimated 90,000 visitors, 140 people stood silent and still – timelessly frozen - in Dubai’s busiest Shopping Mall during its busiest period in the week before Christmas. These people literally “Paused for a Cause”, posing as human billboards, carrying the sign, “Pause, Think & Choose”, echoing in-store point of sale communication and convincing people to reflect before shopping, and consider the impact their purchase decisions could have on those less fortunate than themselves.We also primed the broadcast media who publicized the ‘Freeze’ event on Radio, in Newspapers and on Television before, during and after the event. Intrigued shoppers also got involved in the action by capturing the event on their cameras, videos and mobile phones which they later posted in blogs.

News of the stunt spread quickly, reaching millions of people via broadcast media and WOM – literally making the story headline news - achieving free PR awareness valued at over $300,000. It even made it on to YouTube exceeding 1,800 views in just 3 weeks.“Pause for a Cause” exceeded expectations raising +$500,000 for the intellectually disabled.It made people stop and take notice - to pause for a moment, to think of the cause and take action – which is exactly what we set out to achieve and didn’t cost a penny – the power of human spirit.