How does a small non-profit group persuade governments of developing nations in South America, Asia and Africa to purchase one million laptops and distribute them to school children in impoverished areas? Furthermore, how do you accomplish this mission when the world's most aggressive technology giants (Intel and Microsoft) decide that your children's laptop is a threat to their future marketshare.

One Laptop per Child (OLPC), a global humanitarian programme founded by Nicholas Negroponte, turned to Racepoint Group to sway world public opinion in favour of its initiative to eradicate global poverty through education. Racepoint developed a three-pronged campaign strategy to highlight the programme's moral purpose, educational aims and unparalleled technology innovation.

In nine months the campaign has generated nearly 5,000 stories in traditional print and broadcast media and more than 20,000 bog posts. Media highlights have included a feature segment on CBS News' 60 Minutes; a front page story in the New York Times; major features in Forbes, Fortune, BusinessWeek, Washington Post, LA Times, Chicago Tribune, Economist, Independent, Guardian, The Times of London, International Herald Tribune; and wire stories by AP, Reuters, Agence France Presse and the BBC that were picked up by hundreds of newspapers and online sites around the world. The media storm has opened new opportunities for OLPC to talk with countries and has effectively illuminated the superiority of the OLPC laptop and its approach to education.