To make Australians empathise with landmine victims, we created an event called the Lost Sock Appeal, with a simple call to action. Every time you lose a sock, donate a dollar to someone who’s lost a leg to a landmine. We asked people to make good use of the odd sock by donating money in it.The Lost Sock Appeal was a weeklong event held between June 23 & June 30, 2008 and a multimedia campaign was created to promote the event and encourage donations.