The campaign approached an issue that the audience didn’t want to hear about and got them to take note. It showed how smoking was sabotaging their efforts to look good in a way that made young women want to know more. The integrated campaign was live for 1 month, in which time over 127,000 people took action, including 123,000 web visitors, 3,111 fulfilment brochure downloads and a further 4,309 requests for a hard copy brochure via web, SMS or phone. Huge amounts of national press, magazines and TV got the target audience talking about the ugliness of smoking.