We started where the heart of the problem was; on the internet.

We leveraged the discoverability of digital, using display, social, mobile and video to reach information seekers. Consumers could ask questions, real time, right on the banners, which then fed into the content platform.

Social by design, the campaign encouraged sharing, further amplifying the conversation, as people posted questions and received answers through Facebook and Twitter.

Then we took the conversation to the streets. Instead of keeping the tough questions hidden, we made them even louder. Colourful and engaging, we captured people with subway dominations, street-level advertising, even beaming questions and answers on the side of buildings.

And as the story started to spill over onto TV news, we made sure we were there too…leveraging the most compelling questions to drive our mass audience online, further fuelling the movement.

And as our campaign grew, so did the appetite for answers.

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