The idea was to use a children’s choir as our medium. So the team set out to find Germany’s leading one.

They agreed to change their performance to help us make our point.

The film of their performance was published by The International Children’s Fund on their YouTube-Channel and website on November 20th, Universal Children’s Day. The song ‘Mad World’ was published on iTunes to provide another easy way to donate.

Without any media budget the film spread via social networks like twitter and facebook by people sharing and talking about it. Beside this numerous blogs, major news websites all around the world and a German radio station picked it up.

All this helped the film to travel around the world. Until now it attracted viewers from more than 150 countries.

We filmed the live event and achieved the following for an production outlay of €7600:

- 3600% increase in traffic on internationalchildrensfund.com

- 24% increase in donators

- Views on YouTube (as on March 26th 2013): 1.084.387

- Shares on Facebook (as on March 26th 2013): 16.935

- Shares on Twitter (as on March 26th 2013): 1.899

- Blog posts (as on March 26th 2013): 75

- Google search results for “The Lost choir”: 1.070.000