Instead of surrounding all the young adults with posters, flyers and websites, it could be more visible, by, instead of being between them, being on the youngsters themselves.With this message: ‘I donate my body to advertising.’ More than 25,000 t-shirts carrying the message were handed out on the streets and at festivals. Wearing this message could win you a trip to New York. But just wearing the t-shirt wasn’t enough.

You were pushed to wear it in visible places. The more people that could possibly see the message, the more points you gained for your trip to New York. For example: you = 1 point, each friend is another point, etc...

15,000 participants registered on the website; posing in their t-shirt showing what GENERATION stands for: a free texting service for a young audience.