The idea was to really make the reader feel how horrible it is to loose a small child. When you are holding the newspaper in your hands, it feels like you are looking into the grave.

The reader sees a realistic, life size photo of a hole dug in the ground to bury a child in. The headline reads: '1 out of 8 graves in Congo has the size of this page.'

Many of the readers have kids of their own. The simplicity of the idea made the loss of a child almost palpable. Unicef Belgium received a significant increase in the number of website views after the release of the advertisement.