Membership of not-for-profit Boundless (once the Civil Service Motoring Association), which provides benefits and insurance discounts to public sector workers, hit a new low in 2020. A three-year transformation aimed to increase total membership revenue, retain more first-year members, and raise prices. The role for communications was to get public sector workers to reconsider and search for Boundless and reduce price elasticity. Creative messaging celebrated the audience’s desire to enjoy surreal adventures and was distributed using high reach channels, segmentation, and digital targeting. The campaign outperformed its goals and returned an estimated £1.45 of revenue per £1 invested.