To raise free media, we targeted key decision makers at media agencies, TV channels and online portals. We sent them a "snowglobe", which actually was a "dirtglobe". The headline outside the dirtglobe said: "The earthquake in Haiti was just the beginning".Imitating the earthquake, as they shook the ball instead of snow, dirt stirred up in water. At the same time the line "Polluted water follows" became visible at the bottom, explaining the idea and showing the website adress: www.unicef4haiti.com On this site, details about media donation were shared, and also with an application, users could forward it to their media partners and friends.

Because of our effeciently targeted campaign, Unicef received huge amounts of free media space, including the two biggest TV channels in Hungary, RTL Klub, TV2, the two state channels, M1, M2, local TVs and online banners. The final amount of donations exceeded the amount of 90,000,000 HUF (approximately 340.000 Euros).