In winter, some have to scrape the ice off their cars, others who are just scraping by in life die, because they don’t have enough to eat. Out of our key visual, the piece of cardboard, we create an ice-protector for windscreens and thus confront the target group with our message: 'Wer kratzt schon gerne ab?' (German pun: who likes to scrape off ice / who likes to die?).

No company profited from the campaign. All the agencies and companies involved donated their services. The radio stations and cinemas also donated their air and viewing time. The campaign has already been a success – from the money donated and new members to the response of the general public.