The Leukaemia Research Foundation is Wickes' corporate charity. To amplify this relationship, while also targeting Wickes core customer base of tradesmen and blokes, we created a CRM vehicle: White Van Wit, a joke book that was to be sold in aid of the charity. Britain's legion of infamous white van men were encouraged via high-profile media partnerships to drop off their favourite funnies at a Wickes store in return for a paintbrush set. Published just prior to Easter to capitalise on the key DIY season, news of the books launch generated full pages in the tabloids, as well as numerous TV, radio and online coverage items that drove increased footfall in-store to redeem their own copy of the book.