Fashion Cares raises funds for the Aids Committee of Toronto (ACT) and needed to create hype around the 2007 event.OBJECTIVES: Establish mass awareness and anticipation;Sell ticketsSTRATEGY: Develop an eye-stopping theme that maximized exposure in all media channelsOPERATIONPoster/OOH campaign Online banner advertising Print campaign Web site TV Radio Print supplements RESULTS: All 1134 Gala tickets sold in the first two weeks. 950 General Admission tickets also sold out.Over 180,000 Web site page views during the four week campaignOver 13,000 poster samples and TV spots downloaded