• 117 Kalandar families are being rehabilitated with this project;• Each bear was priced at Rs. 400 and on the first day we sold 216 bears;• Wildlife SOS now has a permanent space at the mall to sell products made by the Kalandars;• The e-mailers have received 25,000 clicks so far;• In three months, the activity has paid for itself and started generating funds to help the NGO and for sustainable livelihood of the Kalandars;• The reply back coupons helped Wildlife SOS get 1500 names for its mailing list.

We got trainers to train the Kalandars and their families in a new livelihood skill. In this case making stuffed toys (replicas of the bears they had once mistreated).Once we had enough bear toys we held an event at an upmarket mall. Every bear toy was fitted with a noose around its muzzle with the Words Set Me Free.Viral e-mailers that spoofed chain mails drew attention to the cause. They urged the reader to click and break the chain. Sponsors paid Rs 1 for every click.We hosted the event of orkut, Facebook and Twitter.Visitors to the mall received Bluetooth messages that said SET ME FREE at stall No. 5.The SET ME FREE card had a reply back coupon, buyers filled in the form to build a mailing list for Wildlife SOS.Buyers symbolically removed the noose from around their Bears muzzle and SET IT FREE.