Idea: We created the ‘Life’ range of gifts - Life Wine, Chocolates, Socks and Music CD's. These promotional gifts were retailed (€2 - €8) to raise money for the charity.The twist – these gifts were nothing but empty packaging.Empty corked bottle labelled Life Wine. Empty shrink-wrapped chocolate box labelled Life Chocolates and so forth.Message on every product: Nothing can be everything. This may seem like nothing to you, but the money you spend will mean everything to families in Peru, Malawi and SriLanka.Retail outlets – a travelling mobile store and e-store (levencollectie.nl).

The promotion was activated for one week.Of the 12,000 gifts created, we had an 80% sell – out generating over €50,000. People joining the charity as annual donors trebled.The major success was the free publicity earned for Cordiad. TV coverage – the gifts were featured as the ideal gifts this season. Press, free full – page as space in ‘De Telegraaf’ (leading Dutch daily) and write – ups. Online, free banners on hyves.nl (Ductch Facebook) and write – ups on lifestyle websites and blogs. Leading Dutch retail chains will adopt ‘Life@ gifts as their chosen charity for 2008 and want to give shelf space.