We had to be sure people understood it wasn’t just any other store. But one that sold Hope. And had to be clear it would be in a mall and have every characteristic of an actual retail store. At the same time, people had to make the connection between the Store and the Red Cross. The solution was to convey as close as possible the Christmas shopping experience with a direct marketing that created curiosity and awareness at the same time. The response was huge with hundreds attending the opening, several companies joining the project and a constant flow of customers.