2. How the promotion developed from concept to implementation:Advertisements were booked in business magazines with financially strong readers. They showed the famous “fighters” Martin Luther King, John F. Kennedy and Bob Marley. But their speeches, statements or songs were radically different from the original. They were suddenly cowardly and self-centred. This painted a dramatic picture of what a poor place the world would be without social commitment. (This was accompanied by radio commercials with the same concept.)

4. Success of the promotion:The volume of donations was boosted by 128% compared to the period in the previous year (Source: Tixi Annual Report), and at an economically difficult time (turbulence on the stock market) in which the overall volume of charitable donations in Switzerland was falling.