Instead of just rolling out a direct mail campaign to solicit donations, we chose a broader approach which included outdoor media and installations under the theme "300,000 Children Don't Play War". The provocative imagery represented child soldiers who are recruited, often against their will, at an early age all over the world. A shooting range target was in the shape of a silhouette of a child soldier, perforated by real bullet holes. The shocking visualisation hit the target audience, driving them to help the Save the Children Alliance and in turn, bring change.

Apart from an overwhelming amount of PR through editorial media coverage, the Save the Children Alliance welcomed more than 7,900 new donors. These donations equated to 88% of the budget, which was impressive as the target group had already been heavily penetrated by other non-profit organisations and was difficult to activate.