WAO lacks funds for awareness campaigns. Therefore, they have to resort to more innovative and affordable means to reach the masses. As most of the public are Internet savvy, WAO wanted a low-budget viral campaign with impact, that would compel people to lend their support and coax their friends to do the same. An email was sent to a list of WAO supporters containing a link to a flash page with a surprise ending, followed by a strong call-to-action.