The document outlines a campaign called "LET's ZOO" with the goal of increasing awareness and donations for a zoo facing budget cuts due to declining attendance. The campaign has three phases: 1) generate attention through ads and PR about animals being "sold off", 2) encourage donations on a website featuring animal stories and merchandise, and 3) express gratitude with a thank you video and free tickets. Key tactics include Facebook ads, billboards, websites, and influencer posts to attract 7 million impressions over 2 weeks and raise $700,000 for the zoo's animal care.