The effort, for the Web and the Discovery Channel, is positioning the site as a place with an answer to any question and includes a cross-promotion with the Spina Bifida Association of America, focused on Fotheringham's story.
The campaign also has spots featuring a skydiving car. The ads, with the theme of "Keep Asking," pose questions ranging from "How are pools filtered?" to "How is the spinal cord formed?"--Karl Greenberg