Animals Asia asked to help them raise $5M to help turn a bear bile farm into a first-of-its-kind sanctuary. They had raised awareness of the cruel practice of bear-bile farming and they had raised enough money to purchase the farm, now they needed significant funds to help re-build the farm, re-educate its workers and use this sanctuary to lead the way in Asia, encouraging other farms to do the same. They asked us to come up with a big idea and to have it ready to launch within 6 weeks. Strategy: target existing donors via DM (e- and print) and new donors via social media. Execution: encourage donors to 'own' a piece of the land at the sanctuary - getting them to click on the part of the sanctuary they want their donation to go to. Interactive map developed as core aspect of the microsite, with strong drive to donation.

2 weeks after brief, we had a range of big ideas - the Peace by piece idea was selected.

2 weeks later, we had the DM pieces ready and out

2 weeks later, we had the microsite up and running as well as banner ads.

The tight deadline was necessary as Animals Asia had to move quickly once they had got final permission to purchase the farm and develop the sanctuary, from the Chinese Government and they needed to fulfil deadlines for press releases and other activities linked to the initial 'rescue' of the bears at the farm in Nanning.

- Direct Mail to previous donors (print)

- Microsite – which was translated into 3 other languages (Chinese, German and Italian) - launched a little later in some of these countries that the English version; not sure exact dates but all within your date points

- Social Media: YouTube, Facebook, Twitter

- Banner ads

Results were phenomenal!

Big exposure on social media sites like Facebook and Twitter. Many leading celebrities got involved and helped to spread the word, driving huge amount of traffic to the microsite. These included: Ricky Gervais, Slash, Olivia Newton John, Stephen Fry and the cast of Downton Abbey!

The campaign ran all through 2014 and by end of the year had raised over $3.5M; campaign ran in Q1 of 2015 too and by which time the $5M target was reached - with the UK donating £1.2M alone!

Many accounts of the success of the campaign e.g. http://www.huffingtonpost.com/jill-robinson-mbe-drmedvet-hc/nanning-diary-turning-a-b_b_5485763.html

The Peace by piece campaign began in Jan/Feb 2014 ended towards end of Q1, 2015.