Targeting the nations youth with the objective to raise awareness of the real dangers of display fireworks and reduce accidents. Maximum impact was essential, a challenge as not only is the message of ‘being responsible” poorly received but annually repeated. It had to be hard-hitting, engaging and not patronising. We created a spoof terrorist group called the ‘Liberation Army Against Freedom’. Virals were seeded to various blogs referring to the microsite.RESULTS (campaign-as-a-whole)1.4million YouTube viewsFeatured on national news - 2.8million viewers400,000 microsite hits750,000 views via Tenq (narrow-casting network for schools)50% decrease in accidentsJudges: Better to watch in FireFox