After his inauguration, President Obama made a 'call to service' in which he challenged Americans to take action for what needs doing in their communities. Quite a few organizations responded, including AARP, one of the nations largest & most powerful lobbying groups.
I lead the team at GMMB that re-launched their service brand - I did the brand blueprint, as well as the online engagement pieces. It was a massive assignment, built by CauseCast and designed by Todd Spiewak.
There are so many interesting things to say about this effort - the rise in Twitter followers, the rec0rd-breaking email campaigns we did (and I wrote - holy s&*!), the rising engagement of the 'silver tsunami' who is coming online through AARP, who feel accountable for the state of the world today & who want to do something about it, the ground-breaking design (for AARP) and the bravery of the entire team who continue to make this service brand a success.