The Million Penny Project ñ broadcast, web and ambient advertising

The Opportunity: Pumped, a Miami-based agency developed a unique approach to
generating essential support for homeless shelters, womenís abuse resources
and care for needy children. By raising funds in increments of 1 million
pennies - $10,000 in real money ñ the program allows people to make even the
smallest contribution, knowing that their generosity will make a
disproportionately large difference.

The Answer: Our initial thinking revolved around three key touchstones.
First, the creative had to answer ìwhatís a penny good for?î Second, it had
to be unusual, visual and as tactile as possible. Last, the core campaign
concept had to work in 360 degrees. The result: a bus shelter poster made
entirely of pennies. A TV spot using time-lapse photography to show how
much a single penny can make to an overall picture. And, a series of other
web- and street-level tactics that make the point that all of us can and
should ìmake change.î

Results: the campaign was featured on NBC TVís website and, in just a week,
generated more than 15000 hit to the website. The local billboard company,
seeing the success of the program, has offered to provide a number of other
free spaces.