Full-color lunch bags were designed and produced, and handed out across all the events, with a vanity URL to learn more about the program and each unique visit triggered a $.40 donation to (RED). Bridging the over-arching theme, “One Step Closer” to ending AIDS for good, we created footsteps leading up to every truck at the rallies. Each footstep had a vanity pointing to a unique piece of content like infographics, articles, or video. And, each of those pages visits triggered another $.40 donation to (RED). Once at the mobile-optimized site, users were encouraged to share via Facebook and Twitter, extending the opportunity to donate on a national level.