ASA developed a multi-part cultural exchange program and publicity tour for three former political prisoners who were incarcerated with Nelson Mandela in South Africa’s notorious Apartheid-era prison, Robben Island. This campaign, in tandem with an aggressive social marketing strategy and website, serves to raise funds and build audiences for a documentary film and concert program. The project is designed to raise awareness and ensure the international legacy of the Robben Island Museum and World Heritage Site in South Africa.