The building blocks of a great campaign

Steve Grout was outraged that the famous Lego brand, that he grew up with and bought for his children, was being promoted just 'millimetres' away from the infamous page 3 images of topless women in The Sun newspaper as part of a Sun-Lego promotional partnership.

So, he created a great photo opp with a topless lego figure (pictured), used media relations, created an online petition directed at Lego, collected 12,000 signatures through social media - and Lego have just announced they are ending the partnership (apparently a 'natural' end but the timing seems interesting).

This is part of a campaign that is gathering momentum and which is likely to end in removal of this so called 'British Institution' from page 3 of the newspaper.

Steve Grout is just a dad - an ordinary citizen outraged at the continued use of topless models in the Sun, and he found a way to leverage change through public lobbying of Lego, one of the Sun's key partners.

Meanwhile Lego perhaps realised the impact of their partner's brand on their own in a relationship similar to the sponsorship relationship and Image Transfer Potential: as page 3 of The Sun goes down Lego would hardly want to bask in the dying rays.