The advertisers use cinema advertising just as a bonus, they don't do anything special for it. We didn't have much money, so we decided to focus on movie theatres – and do something special.

The campaign affected people like we thought it would. Thousands of new Amnesty members and appeals were registered during the campaign period.

At the same time, we gave movie theatres an example of how cinema advertising can be executed in an innovative way, which motivated other advertisers as well.