Teenage youth charity Reach wanted to raise awareness and show teenagers that everyone – even the most famous people in Australia – went through exactly the same stuff once. Celebrity diary entries were shared on a website and Facebook to prompt everyday Australians to share their teenage experiences. The Project generated 59,944 page views, over A$1.2 million of editorial coverage.

A 'disposable forest' was made from 84,000 used disposable chopsticks to create awareness about this forest destruction. Word was spread, both through leveraging social media and using a Greenpeace mini-site. Over 100,000 pledged not to use disposable chopsticks and over 2000 restaurants also took the step to stop supplying disposable chopsticks as well.