We created a person called Diana and gave her life through a letter she wrote to the1movement.com with her desire to help a retirement home. Guerrilla work started to appear on the streets with the cause. We placed calls to radio stations asking about Diana and her cause. We asked stores in popular malls to put boxes for donations. On the website downloadable material was made available. We created a Volunteer Club where people organised themselves with tasks to help. Those who signed up received a direct mail package containing promo material and information on how to help. A food drive party took place as an all-day event where admission was free if you came with a donation. All proceeds went to Diana’s cause. In the end we gave power to the people and an idea that started with one individual united the whole country towards one cause.

+10,000 supported with their signature and +2,000 with their time, +US$125,000 free press, the beer is the fourth most sold, The1 positioned itself as a goodwill brand and the section now features more than 150 causes with 32 groups working on them. The website grew 52%.