The campaign involved selling designer shirts via an online store. The designs not only look good but also provide vital information. Each shirt’s price covers the cost of another one that is given away in Africa. So, not only do people get new clothes, they also receive messages that improve their daily lives. Without a word being said.The first shirts were handed out in major cities in Germany for free. Anyone wearing one became an ambassador for our message. They were then marketed via an online store, while the “designs for care” message was also posted on facebook and twitter.

Since the campaign has not yet finished (started in January 2010), the response rate is still unconfirmed. However, there were hundreds of fans after just 24 hours on our Facebook page – and this number is growing daily. In the first 10 weeks after the launch of the campaign, 1356 T-shirts had been ordered across Europe via the online store.

In a later stadium we called on people to get involved and send their own designs for care. Therefore the site continues to grow even today.