All creative executions communicated the vote message by directing kids to www.operation.com or a toll free number to place their vote and enter the $5,000 sweepstakes. “Fun-atomy” teacher guides were distributed to 5,000 schools nationwide, touting Cavity Sam as an educational teaching tool. 15 second vote messages aired on Kids Networks, including Nickelodeon. Print ads ran in Nickelodeon/Nick Toons Magazines, and included advertorial pages of an Operation scavenger hunt. The hunt continued on nick.com.

With a minimal $1MM media budget, the kooky 'What’s Ailing Sam' campaign ultimately doubled the initial goal by collecting almost 200,000 votes, and delivered a sales increase of +23% versus a year ago (over 275,000 additional units)!