67 reasons to do some good

Since the great man turned 90
in 2008, Nelson Mandela's birthday has become a very special occasion, celebrated with a day dedicated to his life’s work and his favourite charitable organisations. Virgin Unite and Virgin Active asked us to create a campaign
to motivate all their people in the UK and South Africa to take part
in Mandela Day. The answer
we came up with: 67. The number
of years that Nelson Mandela spent fighting for human rights became the basis for our campaign,
a powerful call to action inviting people to give 67 minutes of their time to make the world a better place, one small step at a time...