Stuck with thousands of extra licensed tissue boxes, we were legally obligated to either destroy or donate the extra boxes no longer sold at retail. We decided to blindly donate the tissue boxes to middle and high schools. More than 90% of the middle and high schools that received free tissue boxes emailed a thank-you note and asked for more, or to be put on the list for free boxes of tissues. Tissue Box Donations (TBD) was founded, the list of participating schools grew and we had a few customers that wanted to help the schools while engaging with GenZalphas — Lions Gate Films, Virgin Mobile, and the Discovery Channel, to name a few. After a period of hibernation, TBD decided on the Free Messages for Free Mind concept, a simple way to embrace GenZalpha concerns while allowing sponsors to partner with us. We even added QR codes so GenZalphas would feel tech-connected to each box. From a marketing perspective, our tissue boxes are referred to as “mini-billboards” and/or “cardboard influencers!”