In February 2010, a non-profit organisation covered the Hollywood Sign in Los Angeles with banners that spelled 'SAVE the PEAK'. The goal is to raise $12.5 million to purchase Cahuenga Peak, the 138 acres behind and to the left of the sign. At the time of writing the campaign has been hugely successful, generating over 2 billion impressions. Covering the sign was a nearly impossible task. We believe it will never be covered again. There has been a worldwide outpouring of affection and we are well on our way to receiving the donations needed to save the peak forever.

For six days in February 2010 we covered the Hollywood Sign with banners that spelled out 'SAVE the PEAK'. Securing permission from the City of Los Angeles and other decision-makers was a nearly impossible task. There were laws, rules, policies, procedures, and countless other obstacles. Current policy is not to alter the sign in any way. The Hollywood Chamber of Commerce routinely turns down $1 million offers. Neighborhood groups lobby to prevent stunts. Our engineers spent weeks doing calculations to show that the sign would not be harmed. The company that manufactured and installed the banners had to overcome the challenges of steep slopes and 45 foot tall letters and the requirement of not doing any harm whatsoever to this historic resource. We believe the Hollywood sign will never be covered again.

Update as of April 27, 2010: we raised USD 12.5 million to save the peak! Virtually every news agency in the world from Australia to Zimbabwe covered the story: BBC, NYT, LA Times, WSJ, Times of London, ABC, CBS, NBC, Fox, Pravda, China Daily. CNN carried the launch live. Meltwater reports 7.2 billion impressions valued at USD 66.7 million during the 2½ months of the campaign. We have 28,000 Facebook fans. The PR strategy worked: the major studios and other Hollywood notables such as Steven Spielberg, George Lucas, and Tom Hanks donated over USD 3 million. Hugh Hefner donated USD 900K to close the final gap. Governor Arnold Schwarzenegger raised money on our behalf and made the announcement at our final press conference. A Harris Interactive poll conducted a few days after we covered the sign revealed that 22% of adults in the U.S. had seen, read or heard about the stunt. In California, the percentage was 41%.