Establish the 40 HF logo [designed by the Agency] as an item of intrigue and cult statusProvoke our target audience to question it and debate it, even display it as posters on school notice boards. Wear the t-shirts and debate it on phone-in programs.Reveal the meaning behind the logoStimulate our target audience to participate in the 40 Hour Famine A mix of above and below ‘teasing’ media. Utilising the moments of possible brand/cult touch points and to surround our target audience with:DJ’s openly debating the meaning of the 40HF on radioRunning teaser radio commercials to stimulate and cause debateMailing headboys and headgirls of schools, the 40HF teaser posters for the pupils to pin on the school notice boardsT-shirts distributed to our target audience and key influences and idolsA television teaser campaignA recruitment packThe 40 HF tattooPress release teaser campaign to youth sections of newspapers and magazines. They worked as part of the Creative Team, hand in glove. They thought beyond traditional print and electronic media that ‘normal’ media planners opt for. Then they negotiated with the traditional media, but beyond that, they negotiated and liaised with artists/agents and thought about vital media, after using media consumption data to isolate the key influences of the youth target audience like:Gladiators – Fire and GraniteRadio 5 DJ’s – Mark Pilgrim, Steve KirkerTattoos The youth are notoriously cynical about advertising and charitable organisations and are promiscuous in their media consumption. This multimedia and full 360 degree campaign touched the audience at every possible moment of their day, and asked them to put their hands in their friends’ pockets [donations] whilst giving up food or another necessity for 40 hours or more – a difficult thing when you are a growing teenager. The great idea was to make what was originally “The 40 hour famine”, which sounded very uncool and boring – into a cult icon, one that would be debated, questioned and finally solved and participated in – an awesome national event.It should be a winner because 18,000 organisations registered for this fund raising event. A substantial increase over other years,

They worked as part of the Creative Team, hand in glove. They thought beyond traditional print and electronic media that ‘normal’ media planners opt for. Then they negotiated with the traditional media, but beyond that, they negotiated and liaised with artists/agents and thought about vital media, after using media consumption data to isolate the key influences of the youth target audience like:Gladiators – Fire and GraniteRadio 5 DJ’s – Mark Pilgrim, Steve KirkerTattoos