The promotion was treated like a WWF or PETA appeal, except the species we asked people to save did not live in jungles, but in our imagination. Like Dragons and Unicorns. The best way to spread the word was through children. We went to schools and asked them to create over 1000 hand-written placards to save their favourite fairytale creatures. This culminated in a Children’s Rally, where 1500 students, teachers and national celebrities took to the streets with these placards. They assembled in the centre of the city, chanting, 'Save the Dragons, 'Save the Unicorns.

Schools (those that participated in the rally, and those that came to watch the event) tied up with Kathalaya and then onwards included storytelling in their curriculum. In fact, all government schools now have a storytelling period. We got over 3000 on the spot registrations for the Festival of Storytelling. This also resulted in coverage in major newspapers and magazines, and Kathalaya received calls from parents, organisations and sponsors who wished to support the cause.