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.