The creative result was a high impact, outdoor pillar advertisement that depicted a child soldier as a target filled with bullet holes. This type of outdoor placement was unexpected and alarming to view. Events utilised cut-out targets of the child solider, while the mailer doubled as a hand out.

The campaign very effectively reached 88% of budget and brought in 7,900 new members. Editorial coverage of the campaign flooded the media. Throughout the campaign’s duration, two other non-profit organisations ran children at war campaigns, so the competition was fierce.