Used the 80th anniversary of Marvel to show its cultural relevance over 80 years, helping people discover the origins of the Marvel Universe and the cultural impact of its stories by leaving some of the most important comics – from the introduction of the first black superhero in 1963 to the first same-sex marriage in 2012 – on tubes, trains and buses around the country for people to find, read and share. The campaign made front page news, was a top story on the BBC homepage and trended worldwide, with comic book sales up 14% during the activity .