Many people live their routine as a nightmare. But for refugees who lost everything, routine is a dream.

The strategy was to put really at the centre of the communication in our everyday life and not just the difficult situation of the refugee (cruel and bloody tragedy images). Unusual for a fund raising campaign was also the positive approach, it has celebrated the routine. At the end of press conference all the attendants (bloggers, journalists and opinion leaders) found the same boring press conference as a relief.

• Donations via SMS in the first two weeks of on air: + 500% over the target.

• New donors who have chosen UNHCR as the destination of their donation between 12 and 30 November 2012: 56%

New donors who have chosen UNHCR as the destination of their donation between 1.12.12 and 23.01.13: 68%

• On line donations (October vs November '12): +75%

• Great echo’s on Italian TV, radio, magazines and newspaper, web sites.

• Many Italian actors become spontaneously testimonials of the project.

• Unpredictable buzz on social media channels.