To make Australians empathise with landmine victims, we created an event called the Lost Sock Appeal with a simple message. Every time you lose a sock, donate a dollar to someone who’s lost a leg to a landmine. We encouraged people to make good use of the odd sock by donating money in it.The Lost Sock Appeal was a weeklong event held between June 23 & June 30, 2008 in Sydney. Volunteers from the Australian Network to Ban Landmines, collected money at key locations around the city. Donations were also collected through the microsite and donation buckets in cafes and shops. This all went hand in hand with widespread promotion of the campaign on signs, and single odd socks that were left across the city and shops throughout Australia spreading the message about the plight of landmine victims.

The event received a tremendous response from the public. The client reported record collections. Up by over 40% from the previous year.

. Over 12,000 socks were added to a virtual clothesline on the microsite.. We received coverage in the media.. Campaign put the spotlight on the landmines issue. The government of Australia committed to spending $10 million on mine clearance and survivor assistance in 2008-2009.