For the campaign, one million MUAC bracelets were spread at strategic spots in the major cities of Belgium. On each of the bracelets it read "this is the width of the upper arm of severely malnourished children, they urgently need medical help. Please donate now: 000-0000060-60".The campaign was supported by double postering: Posters of children attached to various narrow street objects with a cutout where the arm of the child goes saying: "This is the size of the upper arm of a malnourished child. They urgently need medical help. Please donate now: 000-0000060-60". 2-metre-square posters in bus shelters were created saying "One million bracelets are spread in Belgium. Take one and save one child."

There were two objectives for this campaign: MSF wanted to sensitize people to the issue of malnutrition because it has almost become a forgotten illness. MSF wanted to recruit new donors and ask new donations of existing supporters.Performance: Thanks to the campaign, MSF has received nearly €1 million in donations. €325,000 are attributed to the above communication and €647,428 thanks to a mailing.