Last year we sold a product you could not see or touch but feel. This year we sold a product you could see but had to imagine.The Store looked like a replica of a bookstore. But with a twist: all the pages in every book were blank. And each book had an inspiring title directly related to a cause (E.g. The Child that Learnt to Smile) and anyone who bought hope in the form of these books contributed to turning these stories true.

Both Stores were a success and helped the Red Cross write some of the happiest stories ever. The fact that books cater to our imagination gave us the perfect tool reach our audience in the Christmas season. Hope, as a product once again struck a chord with the public. And the Store that sells Hope, now in a new format showed to be an excellent and inspiring gift alternative this year.