80 publicly well-known personalities posted photos of Syrian children (each personality posted a different child) on their Facebook profiles with no explanation, just a caption „My child“. Because of their wide public influence, the posts rose curiosity among people and multiple shares spread the photos all across the web.

The campaign was based on a curious connection of strong photos of ordinary Syrian children and publicly known personalities in a natural environment of Facebook. There was no special visuality - the only visuals were 80 photos of Syrian children by the famous Slovak photographer Martin Bandžák, who is, at the same time, founder of the humanitarian organization Magna. This caused, that nobody would, in the first phase, really think that the photos were a part of an advertising campaign.

Despite the negative attitude to refugees, within one day, we reached 74 media outputs, including all national televisions, radio stations, respected national newspapers and other online media, as well as 1650% growth of daily financial contribution for the humanitarian organization Magna. And all that for 0 budget.