As the budget was very small, we tried to come up with an idea that is rather inexpensive on the production side, but was nearly everywhere to use in several cities across the country. That’s how we came up with the idea of using only black adhesive tape and the walking figure in traffic lights as a “testimonial”. In this way we direct people’s attention to the dreadful danger of landmines with little expenditure.

The promotion was a great success: During the promotion period, clickrates increased by 42%.Yet, we had numerous positive feedback on the promotion and a great media coverage.