Did you know the natural cork in your wine bottle is sustainably harvested from the bark of cork oak trees that sequester carbon, while plastic stoppers and aluminum screw caps consume five times more fossil fuels and often wind up in our oceans and landfills? Citizen was hired by the Portuguese Cork Association to communicate this untold story. Central to the campaign is a media-rich website and active Facebook presence that asks wine drinkers to pledge to only buy wine preserved with natural cork and take one small but significant step to protect biodiversity and help curb climate change. The website is being supported by NPR radio, events, collateral materials, and a serious of viral videos - all produced by Citizen. Ad impressions to date have topped 90 million, with video views over 1 million, and Facebook fans reaching 58,000 and counting. Moreover, the campaign was recently awarded Best Advocacy Integrated Campaign in the 2011 Internet Advertising Competition sponsored by The Web Marketing Association.