On 27 April 2011, we printed 1 single leaflet, and we asked two volunteers of WWF Hungary to distribute it in a special way in a shopping mall. (WWF had a contract with them, so even our location was free of charge.) The volunteers, disguised as pandas, stood at the upper and lower ends of the escalator. Panda no. 1. gave the leaflet to a consumer, the copy was written with great care so that people finished reading exactly when stepping down off the escalator. Then, panda no. 2. took the leaflet back, and simply gave it to someone heading for the opposite direction. And so on, the leaflet went round and round instead of landing in the trash. We shot a short video of the activity and sent it to journalists and bloggers.

Thanks to journalists and bloggers who embraced the idea and shared the video of the activity, in only 2 weeks we reached more than 280,000 people with only 1 leaflet and no money spent at all. All the headlines mentioned WWF and the fact that they are collecting 1% donations in a creative way. So the idea worked: instead of a paid banner or any other advertising, online readers were getting our message in articles appearing on the front pages.