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Alpha International has launched its national advertising campaign for 2009, with work by This Way Up. Following the success of the 2008 concept, we were retained to develop it for this year, based around two propositions. These were designed to make the audience think about the meaning of life, without being judgemental or opinionated. This echoes Alpha's stance of simply encouraging people to think and find their own answers.

Last years campaign helped to increase levels of awareness of the Alpha course to a record high and the successful formula of the campaign was retained for 2009. The audience was given three multiple-choice options with each question.

The campaign was launched in multiple outdoor sites including the largest UK outdoor poster site in Hammersmith. Posters can be found in most mainline stations, along with underground and buses. There is also a strong online presence at Alpha.org.