To draw attention to the under-reported devastation caused by forest fires and generate donations for firefighters, this case decided to redirect people using a simple technique. Make a (typical) typo while typing the web address of the most popular news channels and land on specially generated websites that share dramatic stories on this topic.

[AP] ‘I really admire how making involuntary mistakes when trying to browse major news platforms is used in this awareness campaign. This is just an excellent example on how to position sites with a digital strategy in a creative way, where the message and the idea are all that matters.’