The Lifetime Assistance Airport 5K is a race held right on an airport runway in Rochester, NY. To promote the event, JAY Worldwide took the obvious aviation theme and, well, ran with it. Fliers became paper airplanes and posters mimicked baggage tags. In the weeks leading up to the race, JAY planted 1,000 balsa airplanes, each silkscreen-printed with race information and individually hand-stamped with a flight number, at local events and festivals. When found, the planes directed participants to the Lifetime Assistance Facebook page to see if their plane won a prize. The giveaway, along with other non-traditional tactics, dramatically drove up activity on social media and consequently helped raise more money for individuals with developmental disabilities.