In every used media channel we gave the people chance to help immediately - here and now. And they were thanked soon afterwards on TV and on radio as well. Outdoors, we used special citylights that changed screens right after the SMS with a special code was sent. We gave them the feeling that it is really easy to help even if you are thousands of miles away.

By the 'Here and now' campaign, organization Magna Deti v nudzi launched a new program of supporting its humanitarian projects by the means of monthly SMS donations. During the first weeks of the campaign Magna gained 100% new regular donators. Thanks to the campaign the complete income from individual donators raised by 25% in 2012. Since the establishment of the Magna organization, this has been its most successful campaign.