The goal of the campaign was to attract attention to the problem of rejected children in Ekaterinburg in particular and in Russia in general.

Also the problem was that charity organization did not have any advertising budget to attract people to their charity event, so we needed as much reposts and shares and views, as possible.

There is no problem until it touches somebody personally. So we decided to conduct a social experiment that illustrates people's behavior and their social responsibility. We placed a lonely baby carriage, that produced sounds of a crying baby and started watching people's reaction. Amongs all the people who passed by - only 10% did not stay indifferent and did not just go away. Each of them received a message: 'Abandoned children can not ask for help, but it does not mean that they do not need it' and an invitation to a charity Garage Sale of second hand goods.

All money, earned with the help of charity Garage Sale, went to the 'Foundlings' fund. A whole advertising campaign budget were less than $1,000.

We made a video about problem of abandoned children, based on this slashing statistics. This video got a lot of free media on Internet and was shown on TV, that helped to concentrate audience attention on this problem. So, we managed to contact with a target audience with instruments of ATL, BTL, offline and online, not having any advertising budget.