The stunt by a French daredevil tells us something about how far someone would go to ‘create awareness’ and target the media. Forty-five stories to tell his story.

Alain Roberts climbed the brand new New York Times building right to the top. No harness, no ropes. Just a banner in his hand which he hung out with his message –and a web address — about global warning.

What does it tell us about sending a message? Guerrilla marketing is quite tame compared to ‘culture jammers’ like Mr. Roberts and street artists like Bansky. They have figured out that it doesn’t require a grand media buy to take the message public. Banski’s ‘art’ (left) is stark, much cheaper than a billboard, and always packs a good story.

In Roberts’ case, he was literally taking the message to The New York Times which of course, carried the story. And a video clip. How could they resist? The story was right outside their window! They updated the story online too as a second man attempted to climb the building.

The banner, and the risky act of disobedience was for the audience outside. Two audiences. One guy and a banner. A funky web site. Lots of stories.

How far do you go to tell your story?