To create awareness about the Dalai Lama’s stint as guest editor of theĀ Vancouver Sun, the newspaper launched a cheeky, thought provoking campaign, with media that includes radio, print, guerrilla street teams and a social component.

Created by Vancouver-based advertising agency Pearly & White, a 30-second radio spot pokes fun at road rage as one commuter yells at another, only to thank him for letting him enter a lane. Print and point-of-sale executions feature the tagline, Enlightenment for just $2.00. The goal was to bring attention to ridiculous behaviour and to emphasize the pressing need to embrace the thoughts and words of the Dalai Lama.

As a social marketing component, Pearly&White also presented an idea to encourage readers to commit “Random Acts of Kindness” through the newspaper, radio partner CKNW 980 AM, Facebook and Twitter, and then submit them to the newspaper. It caught on pretty quick. Here’s a few samples below. Other cool things were the free buttons and getting to meet Craig Keilburger, founder of Free the Children.