Second-Life was born as a collective program through which participating advertisers cut 1 second from their TV commercials and donate the saved media buying money to a cause. Like Mihai Nesu’s cause.

For the people to recognize the commercials part of the Second-Life program, the participating ads were marked with the Second Life logo.

The program was promoted through a print, outdoor and online campaign brought to life with no costs, as all media suppliers fell in love with the cause and decided to support it for free.

In less than 6 months:

-The campaign generated over 400.000 worth of PR, involving top Romanian bloggers and social media influencers

-7 national campaigns joined the program, and more are expected to enter

- Over 5000 participating TVCs were broadcasted

- With over 90% of all Romanians being exposed to a Second Life campaign, the initiative got immense coverage

- Tens of thousands of Euros were raised for the foundation, and Second Life became a new way in which advertising can improve peoples’ lives.