We developed little bags, which at first glance looked like a new chewing gum or breath mint product. We positioned them in newspaper kiosks and tobacco shops.With a proper barcode system, “Breathable Air” could be purchased for 2 euros. The money was automatically transferred to the “GEO protects the rain forest” fund.

After three weeks, all of the manufactured “Clean Air” was sold out. During the campaign run, click rates on the www.GEO.de website increased by 9 %, and donations increased by more than the total that could be made with the “Clean Air” – our message therefore generated more than just direct donations.