That’s why on April 12th Austria’s leading daily paper decided to produce a very special edition - one that aimed to change the way people think about refugees.

On the 12th April 2016 One third of Vienna’s total print run was shot though with a Kalischnikov –the weapon most widely used in the war-zone - and delivered to newsagents along with the usual daily publications. An advertisement on the center spread revealed the campaign's objective.

• One Ad.

• Press and TV coverage over 1,2 Million Euros in Earned.

• 17 % increase in donations to the Johanniter Refugee Fund.