This is an older campaign, but is a great example of how to design a communication framework.
Channel mix was a convergence of print, outdoor, mobile and digital.
In terms of user interaction, it works on three levels:
1. Awareness – you can see the ad in print or outdoor and get the gist of the message
2. Engagement – take a photo of the persons mouth on your mobile and you receive a phone call from them, telling you their story (all proceeds from the calls went to the relevant charity)
3. Involvement – go online to see more stories and to contribute your own – User Generated Content that contributes directly to the campaign idea
GENIUS.