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

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

We made a video about the problem of abandoned children, based on this slashing statistic. 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 our target audience with instruments of ATL, BTL, offline and online, not having any advertising budget.

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 reactions. 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.

The campaign earned media for more than $100,000.

On the 1-day Garage Sale 1,500 pieces were sold for more than for $32,200.

All money went to the 'Foundlings' Charity Fund.

The number of benefactors of 'Foundlings' Charity Fund increased for 60%.