We created interactive online ads that look like the well-known computer game minesweeper. But unlike the original game our ad-game ends abruptly. With the very first click/step the user hits a mine and the game is over. Just like the reality of many children in Africa, who are killed or mutilated by landmines every day.At the end we call on our users to help, that means to donate for the victims of landmines, the Unicef Mine Program.Success: High attention and a click rate of nearly 1.2 percent.