As this case is about a filmed event, broadcasted only through YouTube and an owned website and strictly to the benefit of The Salvation Army, it remains unaffected by regulations and restrictions that are imposed on commercial branded content broadcasted in traditional media.

The ‘Cut for Christmas’ event film was uploaded on YouTube and the project website www.cutforchristmas.com and shared through friends of the project. An interactive ad was placed in New Dawn, a popular and free photography newspaper. Through Layar technology the portraits were shown, the ‘before’ shot in print, the ‘after’ shot on your smartphone. Through photography site www.gupgallery.com the portraits were offered as a set of postcards.

‘Cut for Christmas’ was seeded through participants and friends and in the end was shared over a thousand times. Based on an average number of Facebook friends in the Netherlands of 93, we may expect the message to have reached over 100,000 people in and around Amsterdam. Furthermore many blogs and websites reported on ‘Cut for Christmas’ with great enthusiasm and reach, though difficult to quantify.