Killinochchi district, which is under the administrative control of the Liberation Tigers of Tamil Eelam, launched the campaign on 5 November 2004. Despite heavy rains on the night of 4 November 2004 that damaged many roads and bridges, it was encouraging to see many women and men attend the launch. Many of them made it to the venue by wading through four feet of water. They remained undeterred and cheerful after several tiring bus rides and long walks to reach the venue.

Phil Esmonde, country programme representative of Oxfam GB, talked about the significance of the campaign and urged partners and allies to take an active part in making it a success.