We invented a radio noise-guessing game called "What’s that noise?", where we aired a special noise for several days:We made people think it's of when someone whacks a seal pup over the head with a baseball bat.Of course we simulated the noise with a watermelon.People were calling to win the jackpot and were guessing for days.Thousands of listeners were involuntarily involved in animal welfare.As no one managed to guess correctly, we could donate the €9,000 jackpot to NOAH, to support their combat against the hunting of seal pups.

We could donate the €9,000 jackpot to NOAH, to support their combat against the hunting of seal pups. Without spending money for a media budget.