The idea was to bring the plight of interns to light in an exaggerated yet humorous way. A mailing tube containing a poster was sent to all Creative Directors encouraging them to hang the poster nearby a glue cabinet - where interns usually spend most of their time. The poster plays on the pitiful predicament of interns being mistreated by 'abusive' Creative Directors. An instruction sticker showed how to 'brazenly' order interns to put up the posters. As a little added extra, an example was given of how to recycle the tubes into intern punishment devices.

Visits to newcreatives.be increased significantly, up to 400%. From 350 to more than 1400 unique visitors a month! (with only around 2000 active advertising people on the Belgian advertising scene!) Within a week of the campaign launch over 20 new creatives subscribed.The predicament of young interns became a 'hot' topic in professional advertising press.

Debates were raised regarding the rules and regulations which need to be put in place to protect interns. Newcreatives.be is now working with several other organisations on a how-to-treat-your-intern manifesto.Reports of posters hanging near agencies glue cabinets throughout Belgium came in, and no hospitals reported any incidences of interns injured by cardboard tubes.