We chose "a straw" as our visual code and used it ironically. We placed straws in popular cafes, restaurants and bars where young people go. We even posted a viral film on YouTube.

The video was viewed 22,729 times! Compared to the previous year, "received applications" increased from 94 to 150, a record number for the internship program. We received over 200 e-mails, appreciating our campaign. 10 applicants made it to the internship program and 2 of them are still with us.