We made a video about the problem of abandoned children, based on this slashing statistic. This video got a lot of free media on Internet and was shown on TV, that helped to concentrate audience attention on this problem. So, we managed to contact our target audience with instruments of ATL, BTL, offline and online, not having any advertising budget.

All money, earned with the help of charity Garage Sale, went to the 'Foundlings' fund. A whole advertising campaign budget were less than $1,000.