The Big Read, an initiative of the National Endowment for the Arts, awarded Alabama Public Libraries a $120,000 grant to encourage residents of Alabama to read Mark Twain's The Adventures of Tom Sawyer between the months of January and April 2010. Alabama Public Libraries contacted Capstone Agency to provide the public relations expertise needed for the campaign. Nineteen students comprised the Big Read Team and worked for nine months to research, design, and implement the three-month statewide campaign. At the campaign's completion it has garnered more than $225,000 in publicity value statewide in addition to a strong online presence.