The media team secured space sympathetic to each of the five executions. For example, the ‘I buy, I sell, I make a profit’ execution ran in the National Press business pages and City AM, the newspaper dedicated to London’s square mile. The posters appeared in key locations eg Bank underground station, to reach the core target groups.

Initial results exceeded expectations:

1. Campaign pre-launch at an exhibition for opinion formers to showcase the five executions as a series of artworks. Delivering PR coverage to amplify the campaign.

2. Initial sales 6% up on forecast.

3. Appreciation amongst opinion formers that Sellers earn a legitimate income.

4. A renewed sense of pride and purpose amongst the Seller community about the contribution they make to UK.