Here's some great work - not ours, although I kinda wish it was - illustrating the powerful intersection of creative content and earned media attention. 

It's a campaign designed to reduce drink driving by connecting men in pub toilets with a convicted drink-driving inmate, in prison.

The story below and video within explain the creative strategy pretty clearly, and while it's obvious the 'man in the mirror' approach can only reach a small number of drinkers in the moment, the attention gained from the video by journalists and social sharing has enormous potential. 

Lesson: great content is created to generate earned attention by design, not by accident. 

Thanks Andrea in New York for the find.