Everyone knows that 'tis better to give than to receive – so why not give the gift of charity? This is the concept that TisBest.org founder Erik Marks brought to C+C in fall 2007 when he was looking to launch his online charity gift card. C+C set out to introduce this brand new concept over a two year period to holiday shoppers through a combination of online advertising and a multi-faceted media campaign. The team developed multiple press releases, each highlighting a different story angle, and in 2007 and 2008 pitched the ideas to local and national media beginning on Black Friday and ending with the Christmas Eve crunch. The media outreach strategy earned placements in The New York Times, Associated Press, Los Angeles Times, Washington Post, Newsweek, Reuters, NPR’s Morning Edition, Tavis Smiley, Marketplace, Yahoo Finance!  and on Good Morning America.  Overall the two year campaign garnered over 119 million earned media impressions with a publicity value of $3.3 million.