A campaign asking music lovers for ideas to make music from paper was launched on magazines and facebook. Participants submitted their own demonstration video to re:spect. The ideas then used for a live paper music concert re:spect organized, and filmed as viral video to spread online.

To drive home the message that every page of re:spect is about music, we launched a campaign in magazines and Facebook groups asking music lovers for ideas about how to make music from a piece of paper.The task was simple. Participants could use any part of re:spect magazine – tear out a page, rip it, scratch it, blow it, tap it or do whatever he/she could think of to create sounds from the paper. Readers were invited to demonstrate their ideas on a video and send it in to re:spect.The workable ideas were used for a live paper music concert that re:spect organized and filmed as a viral video to spread on the internet.

Following the recruitment campaign, the Facebook page was packed with requests for details of the project. Music lovers kept uploading creative videos to the group page, provoking a torrent of comments. The final 35 selected performers for the viral video drew massive attention and response in the social networks. All this aroused the interest of the Mass Media and re:spect has been busy doing radio and newspaper interviews ever since. Artists and singers have also shown their support for re:spect. We successfully made use of social networks to draw more attention from non-readers and gained hundreds of new readers!