The most beautiful thing is when advertising works for a common good! NORBS (National Organisation for Rear Diseases of Serbia) has established a foundation where money is being raised to help the people who are suffering from rear diseases. Being aware that we are operating on a sensitive ground, we created a campaign that is not pathetic, but based on something that these people are constantly dealing with – the problems and troubles they have in everyday life are simply – not visible enough. On TV, billboards, city lights and social media a very important message appeared that should make us wonder and inspire us to act: IT IS TIME TO NOTICE THEM!