Once a year, Connex (a Melbourne train operator) donates part of its ticket sales to Peter Mac,a Cancer Centre seeking cures for cancers. To promote the day, we spelt out the message with the widely recognized Connex tickets.
Connex also agreed to donate AU$1 for every message submitted to a micro site we created. By allowing large numbers of people to add their story to part of each letter, the wider community could help Peter Mac, even if they can't take a train on the designated day.
The campaign includes TVC, outdoor, print, point of sale and digital.