Once we had the idea of a cinema ad that was just a totally black screen with a cheeky voiceover to create a moment of intimacy, the media team were able to approach various cinema chains to beg, steal and borrow free advertising space to spread the word as far and wide as possible.

The total production budget was just £500 for the studio to record the cheeky chappy voiceover of Mr Mathew Horne, who donated his vocal chords free of charge.

Over 350,000 people ‘saw’ or rather, listened to the ad in more than 500 cinemas over a four-week period. Sign-ups to the CoppaFeel! text-reminder service went up by 22% in the weeks following the screenings. When you’re involved in something as important as saving lives, the best results of all are the tweets you get from people telling you that the ad made them think and do something about it.

‘@CoppaFeelPeople just watched your advert before the new Silent Hill movie. Came straight home and got my 3 daughters to set reminders. xox’

‘The Coppa Feel advert was so funny, someone at the back of the cinema was having an asthma attack over it’