The idea was to actually bring the problem created by floods into people's homes and have it literally touch them. The select group of subscribers were delivered their regular newspaper, but soaking wet. This was achieved by delivery personnel dunking the newspaper into a bucket of water and leaving the soaked newspaper wet at the doorstep.The paper was wrapped with a simple bellyband reminding people that "Floods ruin everything." In the grand scheme of things, it was a minor irritation, but the message was clear: if it ticks you off so much that your newspaper is so wet, imagine what it would feel like to have your entire household wiped out. The backside of the bellyband gave information on how to donate.

Dawn Relief continues to receive sizable donations from the upper-income bracket, and has assisted in the rebuilding of lives of thousands of people. For instance, it has built more than 1000 homes for poor people affected by the floods in all four provinces of Pakistan.The communication brought the news of flood relief back into people's minds, and reminded them that the crisis is not over yet. A repeat of this creative strategy is planned in the next month, to target a wider group of people.