The campaign was implemented in each media channel by letting the user donate an optional number of seconds from his/her cell phone or computer, and let MSF give back information visually, through sound, drawings, facts and figures for that exact duration. The appeal to donate seconds was spread virally, through social media, in online ads and on posters in places where people have spare time, i.e. buses, trams and subways. On the microsite, the user could see his/her own personal contribution add up, as well at that of everyone else.

Nearly 2,000,000 seconds donated on microsite. During the two weeks the campaign ran, more than 8,000 people called and donated seconds from their cell phones on buses, subways and trams. The campaign raised engagement and drew great attention in chronicles, blogs and other social media.