As a result of giving out fake numbers, when men dial those numbers they often call random places or even get errors in the call if the number is invented.

We tried to connect those missed calls to random numbers, to a number that actually has the opportunity to help someone, the number of the Red Cross donations department.

We placed billboards with the Red Cross number only in places woman could see, such as female bathrooms, locker rooms, changing rooms in malls, Gym showers, etc.

By doing this, we’ve spread the Red Cross donations hotline number across thousands of people with little investment, and noticed a huge increase in calls during the first month of the campaign.