Fundraising Gone Wild!

The poster was similar, though the call to action wasn't spelled out, and there were no photos or phone number — just the tagline, date, quote and website.

Coinciding with the offline creative was the Great Gorilla Run London Update, an e-mail newsletter that was deployed to about 3,000 people on the Gorilla Organization's own database, as well as e-mail marketing sent to a running website's database of 90,000. The e-newsletter thanked donors; updated them on how much money has been raised to date and how much more there is to go; honored the biggest fundraisers; and awarded prizes to the best pictures, videos, biggest team, best dressed, farthest 
traveled, etc.