The objective of the promotion was to win new advertisers by introducing 'Oekopool' and its principles.

In the 3 months after the distribution, 'Oekopool’s' advertisement volume rose by +32% compared to the previous year. Several major clients placed an ad with 'Oekopool' for the first time. Since the calendars work as a constant reminder of 'Oekopool', more response is expected during the year 2012.

The idea behind the concept was the recycling of calendars to demonstrate the ecological awareness of 'Oekopool'. Because they repeat themselves every 28 years, original 1984 calendars could be recycled in 2012. After the idea was developed, the hunt for calendars begun. A lot of original copies were found on eBay and similar websites and in second-hand bookshops. 250 original calendars were gathered and then mailed to potential clients including some information about 'Oekopool'. Among them were rare collectibles like the 1984 Playboy and Pirelli calendars.

'Oekopool' is the advertising pool for 4 ecological magazines. To make clients advertise with 'Oekopool', it was necessary to show what target group 'Oekopool' can serve. That’s why the promotion itself expressed the principles of 'Oekopool': ecological awareness, in this case expressed by recycling.