We decided to wake up the TA to their inherent power to change the future of the planet, by taking well informed decisions and measures today.

To shake them we sent a DM that evoked four emotions: SHOCK & ATTENTION: The mailer contained a CD of the movie “The Day After Tomorrow”, that showed the shocking effects of global warming.

ACTION: They were asked to re-script a new day after tomorrow, based on personal/corporate initiative that they had undertaken, or were contemplating.INSPIRATION: DM package also showcased HP's inspiring green technology and social initiatives. We expected a 5% participation rate.