Human Rights Defenders are often kidnapped or killed. Without information about time/place it's impossible to help and with dated information the public’s sense of urgency is lost. There was a need to identify attacks, protect those at risk and build awareness around the situations.

The strategy was to bring attacks to the world's direct attention by buildig a social media network amplifying the alarm. Natalia Project provides individual human rights defenders with GSM/GPS assault alarm hardware and connect it with local partners and social media through nataliaproject.org and Facebook/Twitter.

Natalia project's call for action provides the people with the ability to contribute, redefining the meaning of a "like" or a "follow" in to a potential life-line. It disrupts the silence of oppressive regimes by making information about assaults known globally - creating a link between the victims and the world, making sure no cry for help goes unnoticed.

The project was launched April 4 and after two weeks the results so far can be divided into four parts:

- Direct response (likes and follows), within in less than a week created a potential reach in social media surpassing 100.000 and growing.

- Google hits went from 4.000 to 23.000.0000 in under four days.

- Earned media with a reach of 1.000.0000.000 + persons distributed the project, positioning Civil Rights Defenders. The effect of Natalia Project on the Civil Rights Defenders brand has after two weeks not yet been calculated.

- Donations are up 1.400 % compared with previous period.

- Just two days after launch the United Nations rapporteur endorsed the project.

Starting at the Defenders Days, a conference in Stockholm on the 4th of April 2013 and the announcement of Natalia Project, the initial human rights defenders were equipped with the personal assault alarm with individual tailor made alarm-action protocol.

The same day nataliaproject.org website was launched for those signing up. With no media budget the team used personal social media networks to post, tweet and ignite the campaign. The idea traveled successfully between channels helped by a massive media interest, generating a earned media reach of 1.0000.000.000 + in two weeks.

The project grew organically with posts, blogs and tweets pointing people to the web site where they could join Natalia Project and make donations to facilitate the distribution of more protecting assault alarm systems for human rights defenders at risk.