The Mexican Red Cross wanted to bring awareness to the Mexican population about the importance of donating their corneas, the most practiced transplant procedure in the country. We decided to address this message at movie theatres, where seeing is a necessary skill. We played a movie trailer with no image, only sound. The audience whistled in discontent, and at the end of the trailer they realized what it was like to live a blind person's life. This ad was shown in more than 200 theatres, getting the same reactions from a variety of audiences.