CAMH (Centre for Addiction and Mental Health) asked us to do an audit of their beloved Gifts of Light symbolic gift program, including our observations and recommendations on keeping things fresh as the program was entering its 3rd year. After our comprehensive audit, they said, “OK, now do it”. It was an energizing and fast-paced project, including reimagining how to ‘bundle’ gifts to maximize revenue, reinvent the catalogue (including a brand new photo shoot), shoot some videos, develop 2 direct mail packages and 6 e-blasts as well as a customized Facebook campaign and strategy.