The campaign was all about inclusion. Just as the disease affects people from all walks of life, finding a cure will also take the support of all types of people. While the event was a Major League baseball game and tailgate party, we chose to focus on the desired attendees instead of the sport. The posters were an integral extension of a social media campaign, introducing a hash tag and a website where viewers could get more information about the event and also post about it. The goal was to generate interest in the event, while also creating a groundswell of awareness in the disease that would continue well beyond the event itself.