The campaign, which is translated into all EU languages, targets 25-to 40-year-olds with a special focus on young urban adults and families with small children.
Kõikidesse ELi ametlikesse keeltesse tõlgitava kampaania sihtrühmaks on 25–40aastased inimesed ning eritähelepanu all on noored linlased ja väikeste lastega pered.