The website and media campaign were launched simultaneously to create a burst of awareness and donations in the first weeks. The more visits, the more bricks, and the greater the “wall”, the more exciting it is for new visitors to participate. As donations can only be made online, the core campaign had to be online: Seizing cybernauts’ attention is the quickest and most efficient way to get them on briquesdelavie.fr. The other media (metro poster, press, radio, viral) were used to maximise awareness and spread the word. The core idea of the bricks was graphically used across all media channels, stunningly taking advantage of Paris brick-wall metro stations for instance. Lastly, each donor was invited to share his involvement with his friends and family with ready-to-use emails, social network links, and desktops and screensavers.

TBA