The aim of this campaign was to develop a case that through the sustainability policies of P&G could make its own communication sustainable.

With the aid of our country’s top five fashion designers we transformed P&G’s used billboards skins into high street fashion items, to reduce the amount of waste that pollutes the environment. We intended to reach people through fashion, to help them contribute to the planet's care as well as childhood aid fund raising.The launch of the campaign at the annual UNICEF televised fundraiser “Un sol para los chicos” was watched by more than 1 million people. The items could be acquired in our city's trendiest boutiques, and 26 million people in Latin America were exposed to the auction through the Mercado Libre website. In only five days our designs received more than 22,000 visits and were sold out. Columns were published in fashion magazines and the items were exposed on runways in fashion shows.

There were five steps we followed to create revenue from rubbish (a sustainable fundraising idea for UNICEF):1) Take used P&G billboard skins.

2) Introduce Argentina's leading fashion designers.3) Create high street fashion items.

4) Launch these high street fashion items on live television via the UNICEF annual fund raising show 'Un sol para los chicos' supported by published press releases in Argentina's top fashion magazines.

5) Sell the fashion items using an online auction at the Mercado Libre website.

Products were also sold at Buenos Aires' trendiest boutiques and during fashion shows at Buenos Aires Fashion Week.

- The launch of the campaign at the annual UNICEF televised fundraiser “Un sol para los chicos” was watched by more than 1 million people.

- 26 million people in Latin America were exposed to the auction through the Mercado Libre website.

- In only five days, our designs were sold out.

- The news was published in the most important fashion magazines and all over the media in Argentina.

- The program is now ongoing for 2009.