make the export of the paper to Zimbabwe economically viable. The concept for the campaign was born from a meeting between the two companies, when representatives from the newspaper showed examples of the currency used to purchase The Zimbabwean in Zimbabwe itself. After years of hyperinflation, the Zimbabwean Dollar had reached the point where the face value of many banknotes (which had reached denominations as high as Z$100,000,000,000,000) was less than the value of the paper itself. With a limited budget (only £4000 was available for the purchase of advertising space), TBWA came back with a pitch to highlight the growing crisis, through a low-cost outdoor advertising campaign, by printing advertising on real banknotes, using the collapse of the currency as an analogy for the collapse of Zimbabwe itself. The resulting media coverage would be leveraged to increase sales of the paper outside of Zimbabwe, primarily to the large communities of Zimbabwean expatriates living in the United Kingdom and southern Africa. The extra funds would be used to subsidise sales of the paper to the actual target audience for the paper in-country. Release and reception The Trillion Dollar Campaign was launched in March 2009. Banknotes of denominations between Z$1,000,000 and Z$100,000,000,000, each bearing one of four English-language advertising slogans, the website address for The Zimbabwean, its logo, and its tagline "A voice for the voiceless", were handed out to motorists stopped at busy intersections in Johannesburg. Rolls of the altered currency were mailed to industry figures, media personalities, and politicians. Posters were put up at every location selling copies of the newspaper in the city, murals tall by wide were pasted across walls along streets with heavy foot traffic, and billboard spaces were purchased overlooking several highways. All were composed of hundreds or thousands of banknotes, which could be detached and taken home by members of the public. The four slogans used in the campaign were "Fight The Regime That Has Crippled A Country", "It's Cheaper To Print This On Money Than Paper", "Z$250 000 000 Cannot Buy The Paper To Print This Poster On", and "Thanks to Mugabe This Money Is Wallpaper". The campaign's release immediately grabbed the attention of the media. By the time the first billboard had been put up, mentions appeared on South African national television and radio broadcasts. Features on The Trillion Dollar Campaign began to appear, first in national newspapers such as Sake24, then