Because of low budgets outdoor advertising media in London railway stations were chosen due to the large volumes of people the message would reach. CPRT is not widely recognised - an identity needed to be created which would be visually striking and capture the attention of passers-by. This was achieved through striking visuals tactfully portraying naked people.Ad reached out to people by making the messaging highly personal.

Increase in traffic on www.cancerpreventionresearch.org.uk.63% increase in donations.Most successful marketing activity ever undertaken.