This campaign is aimed at reposing the question of "what is best for you?" within a larger context. The hope is to re-frame the value which we place into our "things" in comparison with the self-reward of placing those "things" in the hands of others. The question becomes - "is the personal benefit of a new pair of shoes for myself greater than the personal benefit of helping forty-three kids by giving each of them a pair of shoes?" - hopefully to encourage people in recognizing the personal benefits and value in giving.
The campaign would consist of web based content - graphics either static or simple motion - relying on the power of the message to connect people with the Millennium Development Goals and Millennium Development organization.