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We Are What We Do is not a charity, or an organisation, it calls itself a ‘movement’. They don’t want your money, they just want you to join in. They're not hardcore activists, it’s all about doing the little things that can change the world. The campaign focuses on a different every day action with interaction in the banners mimicking the action itself. Most of the work was done pro bono and the media strategy was to have distressed inventory on relevant sites.