In conducting a study to evaluate how the Internet can be used to provide social support to pediatric cancer patients, we developed a social marketing campaign for recruiting both study participants and collaborating institutions. Materials included press releases, printed promotions, a brochure, a radio PSA script, participation incentives, and other collateral. Each piece of the campaign has been designed with the unifying theme of @neWorld as a place, using travel and destination metaphors. Color palettes and graphic design were based on focus group research conducted by Leap of Faith, and varying designs were incorporated into both collateral pieces and the Website itself. Visit the Leap of Faith Foundation website to find out how you may make a tax deductible contribution to @neWorld.