To show how small change can create big change, we let people use their coins to reveal our message in a fun and unique way. We created magazine ads with a call for action which created curiosity and appeal - a special paper print presented a sketch of a sad boy and a call to "scratch the page with a coin". Whomever took a coin out and scratched the page found out the big change small change can make – the sad boy's face turned into a smiling face, and the full picture revealed the boy standing happily in front of the Shanti house with a couple of his friends. The integration with the ad with using spare change enforced the message even more, and strengthened the call to donate to Beit Hashsanti.

The campaign ran in 5 leading national magazines for one week, with a total circulation of 2,000,000 copies. During the following week, numbers of calls to the Beit Hashanti for donations increased by 22%, and over 100,000 NIS were collected.

The campaign was successful in reaching its audience not only in creating willingness to donate, but also in willingness to support the cause on a regular basis, and over 6,000 people signed up as Beit Hashsanti supporters.