Idea: Launch a new Velveeta cheese block to raise awareness for Leukaemia. The cheese block will be white in color to represent the lack of red blood cells in Leukaemia patients and the need for bone marrow transplants. The cheese will also come with a flavored "transplant" powder pack, and when poured into the melted cheese, it will be restored to its classic orange color. We will also launch a micro-site to encourage people to share their experiences with Leukaemia. These stories will be placed on the packaging of the new Velveeta cheese block.