We figured that our world leaders needed to see the exhibition more than anyone. After all, their policies had directly influenced the exhibition's photo content: war, despair and political unrest. So we invited 74 of them. The campaign showed our attempts to get them to attend. Thirteen world leaders wrote back to decline and we displayed their letters in metrolites around the city. Beneath their letters was our campaign line: “See the exhibition they should be seeing”. The metrolites became an exhibition in themselve

The promotion was reported on national television and in national press. The word of mouth aspect of the promotion is immeasurable but despite the worst winter in 30 years, attendance was 30% better than any other year - 21,479 visitors in total.