According to United Nations every month still over 2,000 people are killed or maimed by mine explosions. Most of the victims are children playing on grounds contaminated with landmines. To demonstrate this hidden danger of landmines left over from long-gone wars, branded landmine dummies were shallowly buried in sand boxes of playgrounds. When the parents recognized their children with the dummies, they immediately took them away from them and started reading.

The promotion resulted in an increase of support of about 15% compared to an average month. Using templates on the initiative’s website www.landmine.de, people sent emails to their elected representatives and other government officials urging them to support a total ban on landmines.