We partnered this 110 year-old organization with Pfizer, one of the largest pharmaceutical companies in the world, to raise one-half million dollars to produce the “What a Wonderful World” campaign. The campaign raises awareness for blindness and its high-risk causes like diabetes. Targeted toward what Universal Admedia’s creative team calls “sandwich moms” -- women who are at a point in their life where they are caring for aging parents while also still raising their own children -- the sandwich-mom campaign took an already firmly branded century-old organization and targeted it toward an entirely new demographic. That’s what brand activation can do.