The creative idea was strong thanks to it's context. Children shown in a leaflet that copies the style and distribution mode of prostitute agency flyers, was shocking enough to evoke discussions in social and traditional media. We used the discussion to raise awareness of the dangers of posting private pictures on the net, especially of children.

The creative execution was very cheap (we printed only 3,000 leaflets) and the response was enormous for such a tiny budget. Which is key when working with a non for profit organization.

With the total investment under 500 Euro (print & distribution), and only one day of action - the media equivalence value of Polish TV, radio, print and Internet was 66 times higher then the cost spent on the initiative.

Potential number of people impacted by media was 500,000 which is not bad for just one little leaflet (ok 3,000 leaflets) on windshield wipers and on the streets.

What's more we have also inspired the authors of a popular TV series to mention the subject.