We used high impact traditional media including Television, Radio, Outdoor and Newspapers to launch the campaign and trigger text and phone donations. We then activated the idea by giving everyone the chance to literally become angels. We spread angel wings throughout the city via posters, stickers, print, and stencils. People were encouraged to take pictures of themselves with the wings and then by posting the picture on Facebook, a sponsor would donate $5 on their behalf. This inspired instant spread through Facebook as all their Facebook friends were made aware of the campaign and inspired to participate themselves.

The campaign raised more money for AUCKLAND CITY MISSION than ever before. With a spend of just $55k the campaign generated $838,000 during the appeal. In the space of four weeks the AUCKLAND CITY MISSION doubled its Facebook fan base gaining new donators in the process. The campaign was picked up by a number of national and international news services, blogs and commentators and has become the benchmark for future Mission campaigns.