The main purpose was to communicate rules in war towards the youth segment, 18–30 years. The campaign's execution is in connection to the International Red Cross Day, May 8th 2004. The purpose of the campaign is to increase young people's knowledge of rules in war, recruit 500 new supporting members, and to increase members of the local committee's engagement in the national campaign initiated from the Norwegian Red Cross headquarters.

The campaign dramatised the Geneva convention in a civil environment. Spending was concentrated around channels where young people 'moved and met' during the day; buses and subways, coffee shops, shopping centres, town centres, fitness centres, cinemas, radio, Internet and bars. The solutions were tailored to each communication channel.A kick-off was arranged to launch the campaign and inform/motivate local resources to contribute. We made materials to support local activities, PR 'packages' on CDs and small toy animals, which were designed to create awareness and engagement. In addition, one big event was arranged. This event consisted of concerts, appeals etc.