January is a time to set goals and make changes but we knew ‘New Year, New Me’ wasn’t going to appeal to our target of sure-headed millennials. So instead of preening our audience with the expected self-improvement messages, we encouraged them to embrace the flighty nature of being 18 and to DITCH the network they’re currently on for something much better. To activate the idea of Ditching and Switching in a unique way, we created an Irish first – a Ditch and Switch pop-up swap shop. A place where you could bring along a Christmas gift you wanted to get rid of, and swap it for something better- like gig tickets, speakers or flights.