In Belgium the children have about everything they need. So we asked them to give some of the attention and stuff they get from their parents, to the orphans.

We asked them to share their parents.

With a direct approach via a new medium: stickers in children’s school agendas.Using the school agenda as a medium was the most direct way imaginable to get the parents’ attention. They have to sign it every week.

It would prove the most relevant medium to create both awareness and a call to action.

140,000 agenda stickers were spread among the schools by the Belgian government.1200 children promoted their parents online.The winning parents went to Swaziland to help the orphans, and shared their experiences with the Belgian people.Meanwhile the Belgian people shared 5,020,000 euro with the orphans.The best result since the beginning of Music for Life.