Instead of asking the cash-strapped public for even more money, we asked for very little.

"What is 1% of your time or money?"

Once people saw how insignificant their 1% is, the idea of giving is less daunting.

People see that if everyones gives the same (1%) the insignificant becomes very powerful.

Desired outcome: Halt the decline of giving. Develop lifelong Philanthropy.

To date: Over 650 causes partner. Many Corporates co-op including Vodafone, KPMG, Morgan McKinley and Cadbury. The campaign generates over €2 million in editorial value, 119 million impressions, with a total coverage generated for our target audience of all adults, at a staggering 97.6%. (Population 4.5 million)

In the first year of the Campaign, Ireland ranks Most Generous Nation in Europe and 5th in the World.