In occasion of the 20th of November, World Children Day, we asked Italian celebrities whose sons or daughters grow under media attention to do one simple thing: to post another child’s picture instead of their own on their social profiles.

On the day before the 20th, celebrities posted pictures of themselves with a child, exactly as they usually do with their own ones. Except for one detail: the child was a different one.

This raised their fans' curiosity that started asking about the new children, making the conversation grow on socials. Children who’ve been always ignored received in a few hours thousands of likes and comments.

The day after, the celebrities revealed the message with short videos they shared on their Instagram, Facebook and Twitter profiles: “He doesn’t have to be my child to deserve your attention”. They launched #notonlymychild and invited their fans on CAF website. The conversation spread through their profiles on the web.

3 mln people (the followers of the endorsers who accepted our invite) were targeted with no media expense.

In one day, the url nonsolomiofiglio.org received the 800% more of the daily average traffic on CAF site.

The campaign on social media gained 7 million impressions and spoke in one day to the same number of people it would have taken 10 years for the association to reach normally with their site and social profiles.