Instead of writing an obvious message, we urge people to find out the message in an innovative way. While they are working the puzzle out, and spending spare time, they don’t know that they are decoding an advertising message: “Any spare time you have, others need. Become a Red Cross volunteer”.

This is one action from a very recent whole campaign that includes TV, cinemas, outdoor and this special use of newspaper. So it's impossible to distinguish which part of the success comes from every specific media. But the campaign is a full success already.