This is one of the few times when a non-commercial advertising action succeeds in saving a life, through a high impact campaign, very innovative in its adaptation to the media. Through this campaign, more than 600,000 thousand signatures were collected in less than twenty days, which contributed to saving Safiya from being stoned to death. When you are expecting an urgent delivery and your receive the parcel together with the action (stamped Seal) your feeling of urgency becomes relative. What is more important, the content of the parcel or that there are only four days left before a woman is stoned to death? To communicate urgency through means that by themselves transmits and makes you feel urgency. This feeling reaches its peak when the action is received.

The department planned how much money Amnesty International had available, and it decided to forget about traditional media, since most of the money was spent on the production of the posters.In the end, the spaces where the posters were going to be placed (wall and ceiling) was granted for free.