As the philanthropic arm of a leading Czech Republic financial institution, the J&T Foundation focuses on the issue of the handicapped, socially weak families and families devoting their lives to foster care. With the needs of disadvantaged individuals and foster families at the fore, the foundation chose to lead the way fostering change in a broken political and social system that would impact thousands of children´s lives. Silence and lack of public awareness and motivation had kept 11,000 abandoned children locked away. J&T Foundation brought out a bullhorn and a creative package of solutions to bring them out.

The government issued a decree closing orphanages for children under age 3 in the next 2 years. Two crucial laws were approved by Parliament that increased financial support (in monthly payments and pension income) for foster parents. The number of people who are willing to consider foster care increased from very few to 350,000. During the first month of the campaign, television advertising (PSAs) reached 1 million target adults daily, and outdoor reached 1.5 million daily. More than 750 feature articles on the topic were published.