Originating from a simple brief from the Ministry of Transport to develop a campaign to collect funds for rebuilding the war torn Northern Railway line of Sri Lanka, this campaign rapidly soared into a national and international effort to unify the nation that was at the end of a 30 year war.Our idea was built on the premise that the railway line was more than just a railway track. It was an artery that connected the north with the rest of the country. Terror struck this artery in 1985 - completely destroying the track, and with it isolating the Tamils in the North from the Sinhalese in the South. Thus, we saw this as an opportunity to not only re-build the Railway line, but to also remind the nation of the days gone by free of terror and thereby motivate them to embrace one another again. This campaign therefore was centered on a ‘ticket’ to friendship and reconciliation.

• President of country presided over main launch event.

• Touching 7 minute AV was screened at launch and numerous fund raising events thereafter.

• Website enabling online donations was launched.• Week of fun activities themed on the legendary railway line was held at schools islandwide and collection tills provided.• Launched authentic train ticket (valid for future use) at the inaugral trip (after 30 yrs) to Thandikulam (1st station on northern line) entitling the bearer to a journey to the northern capital.

• Radio and press advertisements promoted sale of tickets.

• TV advertisement was launched and simulcast on all channels to further the cause. A SMS was sent to mobile phone users islandwide creating intrigue about historical train journey. All leading newspapers simulatenously carried advertisements across the front page/section breaker the next day.

• TV talk shows, news, radio commentary and press articles further energized the effort.

• Over 500 million rupees was raised from donations and ticket sales• The construction of all 29 railway stations along the northern railway line costing over 428 Mn. Rupees was pledged for by large institutions• Indian government pledged USD $185 Million • Within 3 months of the launch, the track was built to the 1st station and is on the verge of completing the track to the next station.

• The website recorded around 14000 hits during the campaign period• The AV clip recorded over 40,000 downloads on Youtube• All schools throughout the country had themed activity for 2 weeks • All media coverage and advertising was carried free• All production and professional services was free and costs associated were sponsored • There were many well wishes generated through email and online media such as blogs and social networks