We developed a totally new advertising medium: DVD cases available in the branches of Video World. The cover refers to a blockbuster film and stirs interest. Relevant information is shown on the back of the cover. Whoever brings the rental ticket to the counter can directly give €5 to this charity. Therefore the motto: "Don´t just watch. Help." The promotion took place in December 2005 in several stores of Video World.

Donations specifically given for this programme increased by almost 20%. And much more people visited the "Partner for Water" microsite. Its click rate doubled after the campaign started!