The idea was to convert each second of Megafon’s customers’ waiting time on the call center line into help for orphans waiting to be adopted. The longer customers wait, the more money Megafon donates to the Change One Life Foundation. As a result 1 500 000 seconds of waiting time were turned into 1 500 000 Rubles of donation. Thanks to this money 500 adoption video profiles were produced. The traffic on the Change One Life Foundation web site increased by 30%. 15 kids have been adopted for now. We turned boredom and tension into help and hope.

Awards: Gold Red Apple, Silver Effie