We teamed up with Universal Music to launch a song.The Artist: The relief organisation Caritas.The Title: One Minute of Silence for Haiti.The Content: 60 seconds of silence. 60 seconds not to forget too soon.

'One Minute of Silence' could be downloaded onto major music platforms for the price of a regular song. All revenues went to Caritas.We sent the song to all Swiss radio stations and music critics. We spread the idea via facebook, twitter and the regular press. Swiss pop stars jumped in and promoted the idea. The Swiss media reported it.

It topped the Swiss online charts.All major Swiss radio stations played it. They had a reason to cover the subject of Haiti and the urgent long-term rebuilding once again. One Minute of Silence for Haiti did what it was meant to do: it kept Haiti top of mind.

One Minute of Silence was made with no budget at all. The offline and online press reporting and radio air play amounted to the equivalent of a CHF331,000 advertising spend.

All major Swiss radio stations aired One Minute of Silence. The Swiss media provided heavy coverage. Swiss pop stars and artists helped to publicise the idea. One Minute of Silence for Haiti topped the Swiss online charts for weeks.