Aspire is a UK charity that supports people who have suffered spinal cord injuries. In 2012, JWT was tasked with helping Aspire raise £50,000 to fund bespoke, lightweight wheelchairs that enable people with these injuries to enjoy more independent, active lives. JWT created an email campaign targeting UK brand and marketing directors and introducing the charity by telling a true story of someone helped by Aspire. The stories were hand-illustrated and ended with a request for a follow-up call to explore possible brand partnerships. The email led to conversations with four major UK brands which Aspire are hoping will lead to marketing activity and partnerships in 2013. The pro bono campaign, which was worth £60,000 in agency time, received positive PR coverage across the UK brand and communications industry.