Crina Coco Popescu, a very young professional female climber needed 70.000 Euros in order to climb Mt. Sidley in Antarctica and become the first woman in history to complete the “7 Volcanoes” circuit. We created a special direct mailing targeting company managers and opinion leaders. They received news from the future illustrating the international success of Crina and the positive influence on Romania’s image. We raised the sum in two weeks and Crina wrote history for Romania. Also, the Romanian Philately Association released a special edition of stamps with her achievement. The campaign become a Cannes Lions Finalist.