Our idea was to get journalists to cover the fund raising musical performance by letting them participate. We worked with Brewerkz to develop a limited edition beer. On the bottle was a flute design as well a series of markings. Instructions attached to the bottle informed the journalists that blowing into the bottle would replicate a specific note of music, once the liquid level reached the right markings. They were then encouraged to bring the bottle along to the event and play a few notes.

In all, 29% of journalists accepted the invitation to the launch and actually turned up.