The dilemma: decreasing revenues for environmental work due to declining proceeds from sales of this vanity license plate; a newly designed plate but a marketing budget far too small to advertise it to Californians statewide.

OneWorld created an innovative promotion strategy which uses the plate itself as the advertisement by distributing replicas with messaging to thousands of people at conservation events, and showing it in organic supermarkets, and at the DMV. Also we used the plate to make a new website at www.ecoplates.com. Our earlier project raised awareness through a social networking email to increase Facebook participation.