Simulating to be homeless people asking for help, business executives dressed in suits sat down on downtown walk ways showing cardboard signs with the following words written on them:"If I where poor you wouldn't pay attention." The pedestrians who where moved by the words, approached the executives and where handed out fliers from the Father Hurtado Foundation explaining the reason for this performance while trying to deliver a message of solidarity towards the poor.

All efforts were donated by volunteers who work for free. The campaign accomplished high recall at no expense. By adding cost per second on TV and Radio, square inches of newspaper and internet coverage, the ad spending resembles the cost of mass market brand during a full month.