That’s why on April 12th Austria’s leading daily paper decided to produce a very special edition - one that aimed to change the way people think about refugees.

On the 12th April 2016 one third of the total print run was shot though by a Kalischnikov –the weapon most widely used in the war-zone - and delivered to newsagents along with the regular publications. An advertisement on the center spread revealed the campaign’s objective.

• One Ad.

• Press and TV coverage over 1.2 million euros in Earned.

• 17 % increase in donations to the Johanniter Refugee Fund.

We used a usual medium unusually - so an ordinary newspaper has been made to a battleground. In this way we confronted the target group in Austria directly with the feeling of constant violence and terror (like the people in Syria are experiencing daily).

With the objective of activating the people to donate for the Johanniter refugee aid, one of the biggest NGOs in Austria.

The daily Austrian newspaper KURIER has a national scope of 610.000 readers (stand 2012).

The approach of the campaign was to increase the donations for the Johanniter refugee aid, one of the biggest NGOs in Austria.

The civil war in Syria is now in its sixth year. Millions are fleeing from the horror and devastation. But in Austria, the problem on most people’s minds is: what do we do with them? How do we send them back? We’ve forgotten why people become refugees.