Thanks to its size and the emotional strength of the illustration, the bystanders could not avoid noticing the Erasable Billboard, they were intrigued by this huge fresco and this helped us to draw more people attention to our cause.

Moreover, the illustration explicitly showed what the problem is and how people can solve it: by making a simple donation to PLAN they can change the future of millions of girls. The simplicity of the logic that supported the event made it easily understandable by the public audience and the media.

All day long, many people came, erased the billboard and participated to reveal the second fresco. Thus, we collected €48,787 in donations during the event and individual sponsors increased by 50%.

More than 50 institutional representatives participated in the event.

In addition of all the bystanders present at the Hotel de Ville and Sony Center in Berlin, we reached €300,000 in earned media.