Potential donators should be reached in thematic environments which they share with other people. (Print titles with high affinity). There topics are discussed and values are debated. The topic "Missing girls" has to create visibility there. With an appearance that suits the environments, sensibilizes the topic and generates maximum relevance.

We developed different special Google Ads, for the day of human rights, which popped up everytime prominent women name were searched.

The text of the ad was sayng: Your search generated no search results. If she were born somewhere else, maybe she would not exist. In some countries girls are murdered just because they're girls. Help Unicef fight this injustice.

The ads lead directly to a microsite on which the user can make donations to Unicef projects targeting abuse against girls.

People talked about the topic and were convinced that donating is necessary.