I heard on the radio this morning that as a nation we're facing not only a shortage of nuclear power stations, but also sperm donors. Apparently there's only 300 or so brave souls going about this particular branch of the fission and fusion business. (Cripes, what will the population all look like in a couple of generations? The same, is the answer I'm thinking of.) But it did strike me there's probably a better way of stimulating traffic to the sperm banks than simply by trying to appeal to the Genghis Khan in us (and I understand there IS a bit in just about every one of us!). It used to be that there were only 3 SP mechanics: Free, Win and Save. Not only could we develop a campaign for sperm donation that incorporates all of these (and I'm leaving the creative development to your imagination here), but also we could clearly include the 'new' fourth mechanic, 'Give'. The act of giving is now recognised by the ISP as a valid reward for a consumer, as a result of taking a particular action. So, not only is the mechanic ripe for an outstanding campaign, with a theme like this it really ought to be like falling off a log to recruit 3rd-party co-promoters. Ann Summers springs to mind (and if only we had Holland's liberal retail regime...). Indeed, once you sail down this particular canal, it doesn't take a Biological Scientist to reach the conclusion that there really is an easy way to have would-be donors queueing around the block, around the clock, and that's simply down to a bit of good old (or is it new?) experiential marketing. Again, I leave the executional aspects to your imagination, but it would be based on the sound principles that underpin any good experiential campaign: a bit of theatre, staff that look the part for the task in hand (ahem), appropriate costumes, the correct attitude, wow the customer... come on! ... we can save the human race!