How do you get women talking about digestive issues? Start a rally for The Feel Good Movement. Users were driven to a microsite with information on The Movement, a virtual pledge participants could sign, a click-a-thon fundraising activity, and tips for better digestion. The program also included a direct mail package containing:

+ A re-usable shopping bag
+ A yogurt spoon specially designed to work with Activia cups
+ An informational pamphlet
+ Shareable magnets and coupons for Dannon Activia.