A creative Business Solution directed to a new target group of young donators.

After the earthquake in Haiti,there was massive media coverage.Only some weeks later, there was silence.To set the focus on Caritas’ long-term reconstruction programme we teamed up with Universal Music to launch a song.Artist: The relief organisation Caritas.Title: One Minute of Silence for Haiti.Content: 60 seconds of silence.

One Minute of Silence for Haiti could be downloadedon major music platforms, for the price of a regular song. All revenues went to Caritas.Swiss pop stars promoted it. Swiss media reported it. It topped the online charts.All major Swiss radio stations played it. They had a reason to focus attention on 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.

We placed One Minute of Silence for Haiti for downloading on major music platforms. We sent the song to all major 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.

One Minute of Silence for Haiti topped the Swiss online charts for weeks.

All major Swiss radio stations played it, and filled the silence with editorial content about Haiti. The silent song helped Caritas, despite the huge media hype, to focus attention on its long-term rebuilding in Haiti and to boost donations. One Minute of Silence stayed as a reminder on the music player and as a silent reminder of the many victims, so that people would not forget too quickly.

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 CHF 331,000 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.