Innovation + Integration = Impact

And second, we saw the campaign as a way to inspire others in the community to rise to the challenge of giving 1,000 surgeries to children suffering from cleft lip and cleft palate. Our offer? We asked local folks to "Be a Hero" and help give a surgery for a gift of $240 or $20 per month. We had a clear plan to blitz the market over a six-week time period. All creative needed to be integrated, and included TV spots, radio spots, direct mail, an e-mail campaign to our donors in the area, bus boards, billboards, print, direct mail and face-to-face. It also included banner ads 
on both the TV and radio websites, which linked to our special landing pages.