We created the ‘Next 100’ campaign - an awards programme recognising the contributions of ‘Global Citizens’ to Australia.

To create a sense of ‘ownership’, MPs were invited to nominate candidates and serve on the judging panel.The programme was executed via a partnership with Australia’s most politically influential masthead, ‘The Australian’.

Anticipation for the event was built via:• A 4-page cover-wrap outlining the programme and inserted into newspapers distributed to Parliament.

• Direct mailers inviting MPs to the event.• Nominee profiles published weekly in ‘The Australian’, with press strips and ads online highlighting Microsoft’s association.• A website housing all event-related content and social responsibility programmes Microsoft has undertaken as a ‘Global Citizen’. • Content broadcast on a TV channel targeting MPs in Parliament House.All of this activity built to the final awards ceremony held in the MPs' own backyard at Parliament House (the White House equivalent).

We successfully reminded the government, you don’t have to be born in Australia to contribute to Australia.

Kevin Rudd, Australian Prime Minister, and keynote speaker at the event said: “This is a very good thing that you are doing Microsoft, because you are in the business of encouragement, encouraging young leaders of today to become our nation’s leaders for tomorrow.”We achieved PR across Newspapers, Radio and Online and inspired 188 feedback emails, some directly from the Government Officials we aimed to target.

Research showed a positive shift in Microsoft as socially responsible and committed to Australian business.