The idea was to convert each second of Megafon’s customers’ waiting time on the call center line into help for those who also have to wait – orphans waiting to be adopted.

1 SECOND of waiting time on the line is converted into 1 RUBLE of donation to the Foundation.

The longer customers wait, the more money Megafon donates to the Change One Life Foundation. Thus the Megafon’s customers were given an opportunity to become a part of charity program and to make the company pay for their waiting time. The Change One Life Foundation is to use this money for production of orphans’ video profiles. The customers also received links to follow the results of their waiting and to discover other ways to help orphans.

When a premium customer was waiting for more than 15 seconds on the call line, each second of his or her waiting got converted into money for the Change One Life Foundation. The customers were both informed about it and invited to visit the landing page of the project, where they could see the results (video profiles produced for particular orphans) and discover other ways of helping orphans. The activation lasted for one week. The amount of customers involved – 12 600.

As a result 1 500 000 seconds of waiting time were turned into 1 500 000 Rubles of donation. Thanks to this money 500 adoption video profiles were produced. 500 kids were given a chance to find new families.

The traffic on the Change One Life Foundation web site increased by 30% during the activation. This way we turned boredom and tension into help and hope.