Probably any Swiss person would hesitate to pick up a one-franc piece that had fallen into a public urinal. A crass contrast to the worth a franc does have for an orphan in Tanzania. To dramatise this, we glued genuine one-franc coins into public urinals. While the viewer hesitated to pick up the coin, a nearby sticker explains how lives could be saved by donating such a negligible amount.

People expressed in interviews that they really started thinking about the worth of a franc and how much a donation would hurt. The client was happy with the fresh and unusual approach: Compared to former promotions with a similar reach, the response rate rose by 40%. In just 24 hours, 400 flyers with response options (credit slips) pointing out which Terre des Hommes projects could be supported, were picked up per location.