A press conference, announcing the parameters and details, launched the contest. It was then supported with digital banners, print, in-store initiatives, and short films – depicting the lives and the daily struggles of four young unemployees. All media drove traffic back to the Unemployee community page where young users could upload profiles and projects that would then be evaluated by their peers.

The contest kicked off in early fall 2012. After only three weeks, more than 40,000 young adults had engaged with the community and more than 1000 projects were submitted from more than 100 countries. By the end of the contest in mid-October the 100 most community-voted projects were rewarded with 5000 euro each: and 100 socially relevant initiatives started coming to life.