The idea is simple, once you tear open the sachet you also rip through the child’s leg, the ketchup inside pours out like blood. The everyday nature of living with landmines is echoed by using an everyday item, sachets, to demonstrate it.

At the time of entry the campaign was only in its early stages. However, text donations to CALM have already increased by over 600%. The campaign has been given thousands of dollars worth of free promotion through magazine and online articles.