The agency developed a three-dimensional direct mail piece which was hand-delivered to a select group of businesses that utilised large quantities of paper or paper-related products. The item was subsequently also used as a guerilla device, with volunteers carrying the device in high traffic areas.

As the DM piece directed the recipient to the Client's website, the number of visits to the site increased significantly. The client also received a number of telephone enquiries from interested parties who wanted to know what they could do to help in the cause.