By engaging our target audience at the exact point they were likely to act, we enhanced our creative message and had a tremendous impact on delivering a very powerful piece of communication. The simple use of a sticker on a ‘pay to look telescope’, with a message telling you that, ‘the more money you put in the more chance you’ll have of seeing any dolphins’, made this a very direct and effective creative execution.

Due to unavailable figures, it has not been possible to give an accurate measure as to how well the creative has worked. Although early indications are very positive and awareness of the Whale and Dolphin Conservation Society has increased.