“The Monster That Wouldn’t Let Children Go To School” was an interactive short film that could be watched on the website elmonstruo.org, where users played an important role: defeating the bad guy. The short film told the story of a monster that went around the world stopping children from going to school. There was only one way to defeat him: by using your mobile.
When the tension in the story reached its peak, the action stopped and users were given the opportunity to help the children. They could do this by sending an SMS to choose how they wanted the children to be freed from the monster. Users were able to choose between four different options, and their messages reached the children in real time. In addition to helping the children escape from the monster, the SMS provided a €1.20 donation to UNICEF for its programmes that help real children across the world.