We chose to take advantage of the positive sensations that adoption gives - but through an unconventional approach. That is, avoiding stereotypical images and messages, trying to bring previous positive experiences to the target's mind: the same sensations which can be brought about by distance adoption, just as cinema does, enabling intense emotions to be felt in distant locations.The message thus became the film's poster; the heading recalls the title of a famous film, and the child, his community and his future supporter became the heroes of a special story.

The campaign targeted a list of prospects - 200,000 people.Spontaneous redemption was 1.3%, higher than the break-even of 97,000 Euro.