The creative idea is to symbolically involve people in the girls' cause and show them that a simple gift can make the difference.

In order to achieve this goal, we created the Erasable Billboard, which is a giant fresco showing young girls working in a factory that can be erased to reveal a second fresco showing these young girls at school. We set up the Erasable Billboard in Paris, Berlin, London, New York, Moscow, Tokyo, Melbourne, Bern and Amsterdam.

The outstanding and never-seen-before structure attracted bystanders and helped us to have the presence of hundreds of journalists who spoke about our event to both public and institutional audiences. We also created a digital version of the Erasable Billboard, which enabled everyone who couldn't come to participate.

In all cities, all day long, people came, erased the billboard and participated to reveal the second fresco. Thus, we collected 408,787 euros of donations during the event and individual sponsors increased by 250%.

More than 200 institutional representatives participated in the event.

In addition to all the bystanders present in the 9 cities, we reached 3 million euros of earned media.