After the earthquake in Pakistan, more than a million of homeless children found themselves without a home. They have only newspapers to cover them against the cold.

To make the public aware of that, T-shirts and trousers, cut out of Pakistani newspapers, were displayed in between the children's clothes for sale at all the stores of C&A in Belgium.

The label pointed out that a donation at the cash register would allow UNICEF to provide warm clothing for children in Pakistan. At the cash register, a sign reminded people of the possibility and the importance to donate.

- 19,985 euro donations were made by C&A customers- C&A Europe also made a donation of €250,000 to Unicef.- 53,997 Pakistani children were warmly clothed for the winter by Unicef- Furthermore, the action obtained a lot of press coverage.- All the production costs were funded by C&A.