Together with a short explanation and background story, the physical objects were then placed in billboards around Sweden. Like true evidence of the war. In the copy we also explained that the suffering in Georgia is for real. That it has only begun and that the refugees are in an urgent need of help.

After being confronted with the billboards, people reacted very strongly. Many stopped and looked at the installations for several minutes. Some even started to cry. The strong impact resulted in hundreds of SMS only on the first day (one SMS means a contribution of 5 €). The campaign was also noticed on national TV and different newspapers.