On 15th April 2014, 276 girls were abducted from a school in Chibok in northern Nigeria by an islamist terror group called Boko Haram. Despite the Hashtag Activism pioneered by the First Lady of the United States (Michelle Obama) over 400 days later, the Chibok girls are still not back. To bring the anguish that the family of the abducted are going through, Noah's Ark designed the Project shoes social experiment where the shoes of islamic faithfuls where "abducted" while they prayed at a mosque.Upon discovering their missing shoes, the faithfuls displayed outrage. 

This was quelled when their shoes were returned with educational pamphlets on how they could help raise awareness attached to their shoes.  An Imam in the Mosque who was privy to the project explained the experiment and asked each faithful to join in helping raise awareness.

To further enable a sense of inclusivity, a micro site fitted with a facial capturing application that allows people to insert their faces in a Hollow veil was created. This created engagement and allowed passionate influencers and fans to join their faces to the campaign voice.