Campaign to encourage/persuade teenage girls to 'make friends with the world' by having a traditional penpal.
Papercraft items from around the world to symbolise the culture that penpals can share with each other
Poster campaign - Collection of items exchanged with penpals on a fridge
Ambient media campaign - desk in an unusual place to attract attention
Stickerbombing campaign - different 'make friends with the world' stickers to personalise items (e.g skateboards, pencil cases etc) and create awareness
Online campaign - drop down adverts on social networking sites (Youtube, facebook etc) with the stickerbomb effect.