How do you inspire people to take action? A key to innovative audience engagement lies in unexpected creative processes. In this panel, learn how unlikely connections can be key to creating campaigns that resonate. 400 degradable vinyl records of an #EndangeredSong connected the Smithsonian’s National Zoo + Conservation Biology Institute to indie rock band Portugal. The Man, raising conservation awareness about the critically endangered Sumatran tiger. Find out how and why finding an 'opposite' partner can ignite change and open up whole new audiences for you.