Part of an integrated online communications package covering the appeal microsite, a viral property and online advertising. Last year’s message focused on sustainable investment 'You add, we multiply'.This microsite is an engaging look at the 'power of multiplication', a virtual farmyard where the user can 'add a cow' and witness the effects of multiplication in action. Over 40,000 users visited The Farm, and 4,500 signed the ‘Trade Justice’ petition.The results of this year’s online appeal are excellent. The campaign ran for six weeks and at the end of June 2005 over £211,000 had been raised directly through online.