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TH partnered with The Sierra Club and Pact Underwear to raise awareness about The Beyond Coal campaign. The core concept was to create excitement with a unique breakdancing flash-mob in different parts of New York city and raise awareness on coal plant pollution. The campaign incorporated a live breakdancing event where five dancer activists wore masks and PACT “Beyond Coal” underwear with the words “Beyond Coal” painted across their chests. They performed in high traffic areas and prominent New York City landmarks. An actor was hired as a newscaster with the goal of making the scene real to passersby. The footage of this reporter turned into a viral video that now has over 770,500 views on YouTube. Throughout the event, brand ambassadors would peek buzz and interest by providing details surrounding the program to spectators as well as passing out “Beyond Coal” costumed flyers.