People in Burma faced strict media censorship, so an organization launched a campaign to distribute radios allowing access to independent information. They exceeded their goal of distributing 4,000 radios in the first phase by getting people to identify with buying a product. In the second phase, they experimented with buy one get one free offers and social media promotion. Overall, they distributed over 14,000 radios across Burma and raised over £175,000, showing that their social media and time-bound strategy engaged many supporters.