CHI & Partners London
The Forever Story
TalkTalk, a communications service provider, wanted to raise the profile of its connection to TreeHouse, an autism education charity. The aim was to raise funds on a limited budget of just £50,000.
The agency's solution was The Forever Story - a website allowing people to help write a 'book' without, hopefully, an end. For every person who contributed, TalkTalk donated £1 to TreeHouse. Even famous writers - like Nick Hornby, Robert Harris, Richard Curtis and Tom Stoppard - added to the work-in-progress.
The fun, interactive nature of this unique literary effort produced over 8,000 collaborators in the first two months. This makes The Forever Story the longest multi-authored text ever written - and a candidate for the Guinness Book of Records. The story also lived beyond the site, in the news, on blogs and facebook pages, via podcasts, and on and on and on...