Charitable endeavors can be a great means to achieve recognition, brand awareness and customer loyalty. One New York-based telecom company enlisted the aid of G&S to spring their charitable program, Project Connect, into action. The project entailed collecting donations of old cell phones. To bolster this effort, G&S and their client developed a program in-which donators received a $10 pre-paid MetroCard for their generosity. Why the tie in with the subway and bus fares? Because New Yorkers had been recently outraged by talks of hiking bus and subway fares to close the city’s budget deficit. Aggressive media outreach resulted in extensive coverage from print, radio and broadcast. More than 300 phones were collected in the one-day event.