We created tourist information-style ‘walking guide’ leaflet, placing them in leaflet racks in Tourist Information centres. The leaflet was also sent to the target audience.

These booklets exploited the familiar iconography of walking guides (maps, quick overview, points of special interest etc) to communicate our need for donations in engaging, new ways.We also placed hard-hitting messages on flip-flops, placed along walking paths in popular rambling areas, and in large London parks.

Our audience of loyal cash givers responded in droves and from all three media touch-points. All the ambient media was achieved for a production budget of just £600. Yet the average gift generated from the campaign was £37.51 (£10.01 over target) and the total revenue generated was over £170K.