In partnership with Miller Brewing, Wheel and Sprocket, the Boys and Girls Clubs and Subway, Serve helped promote Operation Recycle for the second year in a row. The two-day promotion asks Milwaukeeans to donate new or slightly used bikes to be refurbished and donated to underprivileged Milwaukee families. A record 517 bikes were donated- a 50% increase in bike donations over 2006. To promote the event, Serve produced posters, web banners and a guerrilla campaign that placed used biked around the city and at major tourist attractions with messaging that directed people to donate to Operation Recycle. This cause partnership is a great example of not-for profits and for profit companies coming together to promote a cause.