A piano starts to play the first notes of ‘Mad World’ while the quiet audience waits for the boys choir that just entered the stage. Then the boys start to sing. Their unmistakable carol fills the room. But then something unusual happens. Every few seconds one of the boys leave the stage while the rest keep singing. The audience watches as the choir decreases; until only one is left.

After singing the last chorus he delivers the message: "Every three seconds the world loses a child. Your donation can help to stop this. Visit InternationalChildrensFund.com"

A child dies every 3 seconds. Literally showing children disappearing from a boys’ choir during a real performance of ‘Mad World’ made the point in a very powerful and poignant way as it is such a melancholic track.

The audience was made up of parents with children so our point was highly relevant. People that viewed the subsequent film of the performance were clearly touched by the emotion of the idea too. The first ever choral interpretation of ‘Mad World’ also attracted the attention of music lovers.

Results for an outlay of €7600:

- 105.000 contacts via tv broadcasting

- 3600% increase in traffic on internationalchildrensfund.com

- 24% increase in donators

- Views on YouTube (as on March 26th 2013): 1.084.387

- Shares on Facebook (as on March 26th 2013): 16.935

- Shares on Twitter (as on March 26th 2013): 1.899

- Google search results for “The Lost choir”: 1.070.000