One part of this multi-faceted campaign was to challenge customers of Hell’s Pizza to consider the plight of others as they ate their hot, nourishing meal and help by donating to the Auckland City Mission. It was a creative use of an unusual medium targeting customers as they indulged in a meal while others had no food at all. Hell’s Pizza further challenged people by making a 50c donation for every meal sold over the month of July 2004.

Over the promotional period over 1,000 Auckland City Mission meals were sold raising over $500 which contributed to the total campaign. Overall the campaign raised awareness of the homeless situation in Auckland, delivering on the fundraising targets.