Given that the consumers will sometimes see people using newspapers as blankets we used the medium to tell the message. This effectively engages the consumer in a way which forces them to see the newspaper as a blanket. The vulnerability of a sleeping child further enforces the power of the message.

Through effective placement we rendered a full page ad into a double page spread, where a loose page of normal editorial became her blanket. This created a more engaging message which was difficult to ignore, for half of the required investment.