By placing ourselves in an environment where people had already brought blankets to sit on, we managed to shy away from the traditional “begging tactics” of donation campaigns, and made it easier for people to help someone less fortunate. They could simply get up and walk away from the blanket they sat on, in order to contribute to the cause. And by printing our message of “leave your blanket behind” on our own blankets, we created a new form of media.

The sheer simplicity of our campaign gave the consumer a fresh outlook towards the Salvation Army and their previous collection drives. Through our simple message of “leave your blanket behind”, we managed to collect 10% of an annual collection-drive, in just 4 hours. We became a trending topic on Twitter in just a couple hours of the campaign going live, as well as increased Salvation Army Twitter followship by 12%. Because of this response, the campaign has been asked to run again at all future international cricket games in South Africa.