Special MP3-players equipped with noise sensors were built and placed inside the containers. As soon as someone would throw in a bottle, the voice of a drunken person could be heard from within the container.A sticker on the container points out that alcohol can become a prison to anyone and invites you to visit the website of Blaues Kreuz Zurich.We showed the reaction of the astounded people by using a hidden camera and passed the footage on to a Zurich TV station. In the end, they reported about the action in their own news broadcast.

The action took place in the city of Zurich. The PR goal was to reach a wide public. A Zurich TV station reported on the action, reaching approximately 390,000 viewers in the target area, which amounts to nearly 20 percent of the population and would require a media budget of about 180,000 Swiss francs if done with classic TV advertising. As a result considerably more people were interested in the services offered on Blaues Kreuz Zurich’s website: The click-rate rose 8.1 percent.