TV main copy: The “first time in life” concept is integrated into the Dodot copy, complementing pioneer positioning of “in the womb”. Besides, advertisement of the program includes a Dodot tag.PR – Break through features of the programme are presented as news by all major national TV networks, radio networks and papers.

Internet: Creative formats are tailored by site, to maximise impact.

Over 50 million contacts were achieved, and only 1/5 were paid for.On the internet, Terra received 4 times more visits to the “in the womb” page than during launch of leading interactivity and reach programmes such as Big Brother or OT.